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MKT 335

MKT 335. INDUSTRY INFORMATION ASSIGNMENT Susan Hurst Business Librarian. OVERVIEW. 1) Census Data 2) Marketline (Datamonitor) 3) Syndicated Data – Lifestyle Market Analyst Mediamark. CENSUS DATA. Economic Census – Once every 5 years. Industry data only – No individual companies.

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MKT 335

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  1. MKT 335 INDUSTRY INFORMATION ASSIGNMENT Susan Hurst Business Librarian

  2. OVERVIEW • 1) Census Data • 2) Marketline (Datamonitor) • 3) Syndicated Data – • Lifestyle Market Analyst • Mediamark

  3. CENSUS DATA • Economic Census – Once every 5 years. • Industry data only – No individual companies. • Use NAICS codes – North American Industry Classification System. • Replaces SIC – Standard Industrial Classification.

  4. CENSUS DATA (cont.) • NAICS codes – 6 digits, more specific and up-to-date. • SIC codes still used, need to know also. • Locate codes at Census website or in handbooks (See the Library Handout in your course packet). • http://www.census.gov/

  5. CENSUS SITE REVIEW • Click on the Industry Series Link on the Economic Census page. • Choose an Industry Series Report • Estimates for Variables are found in Table 1 in each Report, also note the NAICS code • Go back to the Economic Census homepage & click on the NAICS link in left sidebar, go to the 2002 NAICS link. • Put in your 6 digit NAICS code to get the industry definition & corresponding SIC code.

  6. Marketline(formerly Datamonitor) • Company and Industry Reports Database • More than 2,000 industry reports for US & internationally • Includes market share, market value, forecasts, competitors, etc. • Methodology linked on E-reserves • Database linked under Research by Subject on library home page under Marketinghttp://www.lib.muohio.edu/

  7. SYNDICATED DATA • Lifestyle Market Analyst & Mediamark • Data collected with the purpose of being sold • Lifestyle Market Analyst has consumer lifestyle profiles, also includes demographic & geographic information • Mediamark – Consumer survey results, tells who buys what products. Includes details on consumer demographics and media exposure

  8. Lifestyle Market Analyst • Selected sections online on E-reserves • Entire book available at King Library in the Ready Ref section HF 5415.32 .L554 • See Handout in Course Packet for list of Profiles available on E-reserves • Methodology also online on E-reserves

  9. Mediamark • To use this database you must register or use my email & password – see Handout in your course packet for details on how to log-in and search the database. • Methodology is available from “News” link on Mediamark home page or User Guide linked on E-reserves. • MRI + (Mediamark) (Linked under Marketing in Research by Subject on the Libraries homepagehttp://www.lib.muohio.edu/)

  10. WRAP-UP • Census Data – Do all online at Census website http://www.census.gov/ • Marketline (Datamonitor)- database linked from library homepage, under Research by Subject, Marketinghttp://www.lib.muohio.edu/ (Methodology linked on E-RESERVES)

  11. WRAP-UP (cont.) • Lifestyle Market Analyst – selected lifestyle profiles linked on E-RESERVES (methodology linked there too) • Mediamark - database linked from library homepage, under Research by Subject, Marketing http://www.lib.muohio.edu/ (see handout in your course packet for details on logging-in)

  12. CONTACT INFORMATION Susan Hurst 202 King Library 529-4144 hurstsj@muohio.edu

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