Unlocking Demographic Insights: Market Research Resources

1. TSM 251 Kara J. Rawlins, M.S./LIS gustk@msu.edu September 11, 2008

2. Just Google… It’s all the web, isn’t it? • Let’s see…http://www.youtube.com/watch?v=KO_ey4v1ccA • Googlehttp://www.google.com

3. The “Invisible Internet” Why use the Internet? Why use the library?

4. Getting started… • Business Library Web site:http://www2.lib.msu.edu/branches/bus/ • We’re here to help…contact us • Use this guide and other research guides • Off-campus access 24/7 • HELP (available 24/7): 1-800-500-1554

5. Finding Books • Online Catalog – books and materials owned by the MSU Libraries • http://magic.msu.edu

6. Finding Articles • Library Databases (periodical indexes) • Search for online full-text magazine, journal, and newspaper articles • Subscription-based • Business Databases http://guides.lib.msu.edu/page.phtml?page_id=373 • All Library Databaseshttp://er.lib.msu.edu/indexabstract.cfm • Browse by subject

7. Statistical Sources • Statistical Abstract of the United States • American FactFinder • City and County Extra • Community Sourcebook of County Demographics • County Business Patterns – Michigan

8. Statistical Abstract of the United States • Basic government statistics • Includes demographic, labor, industrial and trade statistics • http://www.census.gov/prod/www/statistical-abstract.html • Reference, HA 202 2008

9. American FactFinder • Searchable interface for Census materials • http://factfinder.census.gov • Decennial Census • American Community Survey (ACS) – conducted yearly to update Census information • Fact Sheets • Economic Census • …and more!

10. County and City Extra • Uses US 2000 census data and ACS 2006 data • Statistics for state, county, metropolitan areas, congressional districts of US cities over 25,000 • 2002 Agriculture Census information • Reference, HA 203 .C68 2008

11. Community Sourcebook ofCounty Demographics • Arranged by state, county, and metro area • Includes market spending potential indexes • Reference, HA 203 .S650

12. County Business Patterns: Michigan • Economic conditions in Michigan • http://www.census.gov/econ/census02/guide/02EC_MI.HTM

13. Demographic andMarket Analysis Sources • American Marketplace • Household Spending • American Generations Series • Lifestyle Market Analyst • American Attitudes • Editor & Publisher Market Guide

14. American Marketplace • Demographics and spending patterns • Trends in income, health, labor, population, wealth, etc. • http://magic.msu.edu/record=b4898291~S39a • Reference, HA 203 .A635 2005

15. Household Spending • Who spends how much and on what • Contains spending on health care, entertainment, food and alcohol, housing, personal care, education, etc. • Reference, HC 110 .C6 A666 2001

16. American Generations Series • Market information on the specified age range • Information on attitudes, spending, and wealth, and traditional demographic characteristics • The Millennials : Americans born 1977 to 1994Reference, HQ796 .M4797 • Generation X : Americans born 1965 to 1976Reference, HC110.C6 G46 • The baby boom : Americans born 1946 to 1964Reference, HF5415.33.U6 R877 • Americans 55 & older : a changing marketReference, HQ1064.U5 A6455

17. Lifestyle Market Analyst • Contains market analysis at local, regional, and national levels • Includes demographic, geographic and lifestyle information • Reference, HF 5415.33 .U6 L54

18. American Attitudes • Opinions on a variety of topics including health, government, religion, etc. • Reference, HN90.P8 A527 2005

19. Editor & Publisher Market Guide • Detailed statistical information for the US and Canadian cities publishing one or more daily newspapers • Statistics on publications, newspapers, radio, TV and cable • Reference, HF 5905 .E38 2008

20. Electronic Resources for Demographics/Market Analysis • Simmons Choices3 • Mintel Market Reports • Global Market Information Database • Lexis/Nexis Academic Statistical • ReferenceUSA

21. Simmons Choices 3:What’s in it? • A collection of data about Americans’ product and brand usage, buying and media habits • National Consumer Study • Conducted by Simmons Market Research Bureau annually • Business Library Choices3 has 2005 data – U.S. adults only • Choices3 is software that lets you create custom reports of this data

22. Simmons Choices 3:Where can I access it? • Choices3 is only available on the Business Library Selected Resource computers (8 machines on Table 1) • Can print through Netprint (https://netprint.msu.edu) using e-tokens or save to USB drive or CD/DVD • Online Guide and Video Tutorial: http://guides.lib.msu.edu/page.phtml?page_id=309

23. Tips for Using Choices3 • Come early – limited machines • Ask for help • E-mail or call me: gustk@msu.edu, ph. 432.4182 • Set up an appointment • Online Guide and Video Tutorial • http://guides.lib.msu.edu/page.phtml?page_id=309

24. Mintel Market Reports • Consumer spending and buying patterns • Brand preferences • Demographic profiles • Market share/trends • Connect to Mintel

25. Global Market Information Database (GMID) • Trends in consumer attitudes, spending habits • International in scope • Connect to GMID

26. Newspapers • Michigan: • Online newspapers by city: http://usnpl.com/minews.php • Detroit News, Grand Rapids Press, Lansing State Journal: http://er.lib.msu.edu/item.cfm?item=047073 • National and Global:http://er.lib.msu.edu/newspapers.cfm

27. Evaluating Sources • Evaluating Internet Information Milton Library at Johns Hopkins University • Critical Evaluation of Sources University of Louisville Libraries • Evaluating Websites: Techniques and Questions UC Berkeley Library

28. Citation Guides • Citing Business Databases in APA StyleMSU Business Library • Citing References in Your PaperUniversity of Wisconsin Writing Center • Using APA FormatPurdue University

29. Help is available… • Nancy Lucaslucasn@msu.edu432.4180 • Kara Rawlinsgustk@msu.edu432.4182Chat with me at http://www.lib.msu.edu/gustk/