Guides to Business Subjects

No. 10 Marketing Research

This is one of a series of subject guides produced by the Thomas J. Long Business Library at the University of California, Berkeley.

The following is a guide to selected marketing information sources. Unless otherwise noted, items are located in the Thomas J. Long Business Library. Databases are accessible from the List of Databases A-Z.

Last updated 4/2008.

For access, you must either be on campus, or connect through the Library Proxy Server.

Market Research reports
Market News
Consumer Research Demographics
Advertising
Market Share

Category	Sources
Market Research Reports	Mintel Reports Detailed market research reports on products and consumers (predominantly UK and US markets — sporadic coverage of markets in some other countries). MarketResearch Academic Detailed reports on US consumer markets in healthcare, financial services, technology, medical equipment, food and beverages. Faulkners Advisory for IT High-tech and communications market reports — good source for new and emerging technologies and product specific reports. Business Source Complete Search by subject and then select market research reports from results. Globus National Trade Data Bank (NTDB) Non-US markets. Select International Market Insight reports and Industry Sector Analysis under Market and Country Research. OneSource (Haas students only) Select News & Reports tab and search for Market Research reports, or select Industry tab, follow industry link to Market Research reports — reports from Datamonitor, Stat-USA, Freedonia Focus and other sources.
Market News	Factiva Business and trade news, international coverage. Good for specific products and companies. Business and Industry Industry trade journals and newsletters. Good source for specific products, market share, and more. Business Monitor Online Quarterly forecasts for major industries by country. ISI Emerging Markets News from the business press of emerging market countries.
Consumer Research Demographics	American Community Survey Ongoing census of demographics of US cities, counties and states. The American marketplace : demographics and spending patterns HA214.A6 Reference Also in Lexis-Nexis Academic. Bureau of Labor Statistics CPI, PPI, employment, inflation calculator, and much more. Consumer Expenditure Survey Consumer spending by region, race, income, education, and occupation on various items such as apparel, food, fuel, furnishings, healthcare, entertainment, transport, insurance. Wages by Area and Occupation Community Sourcebook of Zip Code Demographics Income, spending potential, spending on various major categories by zip code. HA203 .S66 Reference Lexis-Nexis Statistical Statistics and reports from trade associations, government, non-government and research organizations — examples include ice cream markets or sporting goods or fashion and footwear, etc. Lifestyle Market Analyst US demographics of metropolitan area — includes lifestyle attributes such as hobbies, activities. HF5415.33.U6 L54 Reference US Statistical Abstract Detailed statistics of all aspects of the US economy on national level, some on state. Search library catalog for title keyword "Who's Buying" for publications on specific market demographics and for subject "consumer behavior statistics" or subject "consumers statistics" for more on buyers of products and services.
Country Research	Business Monitor Online Political Risk and Business Climate for 55 countries. Economist Intelligence Unit (EIU) Country Commerce has guides to specific commercial laws, regulations and operating conditions as well as how to do business in 51 countries. EIU Country Reports provide history, future forecasts and reports on the current political scene, economic policy, domestic economy, sector trends, and foreign trade and payments for 200 countries. Globus National Trade Data Bank (NTDB) Country Commercial Guides for most countries.
Advertising	Adweek — in Factiva and Lexis-Nexis (with one-week delay) Marketing strategies and activities of the major advertising agencies, agency profiles, case histories, client profiles, and news. HF5801.M132 — current issues in Periodicals section of library, older ones in stacks Advertising Age — in Factiva and Lexis-Nexis (with one-week delay) Market share and corporate strategies. Special issues include an annual ranking of the top 100 corporations according to ad expenditures. HF5801.A27 — current issues in Periodicals section of library, older ones in stacks Brandweek — in Factiva and Lexis-Nexis (with one-week delay) Weekly review of the advertising and marketing industries specializing in large brands. Special reports on marketing aspects several times a year. HF5801.A43 — current issues in Periodicals section of library, older ones in stacks
Market Share	Market Share Reporter Market share of products. HF5410.M35 Reference World Market Share Reporter HF5410.W67 Reference The following databases have market shares as reported in various trade association and business magazines: Business and Industry Business Source Complete Factiva OneSource (Haas students only)