Research, Citation, & Class Guides: Marketing & Advertising: Consumer/Market Data

Demographics Resources

Statista
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Statistics and other quantitative data on media, business, finance, politics, and a variety of other areas of interest.
Census Data
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The Census Bureau's data access point, including current data (back to 2010) from the decennial census, the American Community Survey, the Economic Census, and more.

Census Business Builder
Census maps (county, city, ZIP code, or neighborhood level) are overlaid with data on all types of businesses. Can be searched for one specific industry/company or for all industries in a regional area.

Simmons Insights
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Consumer survey data that brings a brand's target audience to life with vivid and complete profiles, including demographics, lifestyles, attitudes, brand preferences, and media use. Note: This resource is limited to 25 users at a time.
Note that data in this subscription is 2-3 years old. Please click Log Out (under the University of WI-Whitewater in the top right corner) when you are done. See http://libguides.uww.edu/simmons for assistance with searching.
Reference Solutions
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Detailed information on US businesses, consumers, and job postings
Gale Virtual Reference Library
Reference resources in subject areas including Business, History, Literature, Medicine, and Multicultural Studies, Social Science, Science, and Technology.

Surveys and Opinion Polls

Polling the Nations (Opinion Research Service Publishing)
Restricted to 4 users at a time
Polling the Nations is a compilation of more than 14,000 surveys conducted by more than 700 polling organizations in the United States and more than 80 other countries from 1986 to the present. Search by topic, question, date, geography, organization conducting survey and category of respondents (gender, ethnic groups, etc.).
Pew Internet & American Life Project
"The Project produces reports exploring the impact of the internet on families, communities, work and home, daily life, education, health care, and civic and political life."
American Customer Satisfaction Index
The only national cross-industry measure of customer satisfaction in the United States. The Index measures the satisfaction of U.S. household consumers with the quality of products and services offered by both foreign and domestic firms with significant share in U.S. markets.

Roper iPoll
Public opinion poll questions and answers on social issues, politics, pop culture, international affairs, science, the environment, and much more. Results from 1935 to the present from academic, commercial and media survey organizations.
Effective May 2020, pre-existing credentials for personal login will not provide access to new Roper iPoll platform. A new account will be required.

Edison Research's Infinite Dial
Provides access to all of Edison's publicly available research including Edison Research's the Infinite Dial® research series which is a survey of digital media consumer behavior since 1998. The formats include digital audio, social media, podcasting, smart speakers, and other media-related technologies.

Database Tutorials

Statista:

Census data:

Simmons

Simmons has its own help guide with several tutorials -- visit http://libguides.uww.edu/simmons for tutorials and help.

Books about Consumers

The library has many books, in print and online, that discuss consumers' attitudes, habits, and demographics. Below are just a few for various world regions. Search Research@UWW to find more resources. Search for "Plunkett's," making sure the dropdowns below the search box say that contain my query words and in the title. This will retrieve books on retail, tourism, social media industries and more.

Consumer Americas 2013 by Euromonitor International Staff
Call Number: HC94.A1 C66, Reference Collection
ISBN: 1842645846
Publication Date: 2012-10-03
Consumer Asia Pacific and Australasia 2013 by Euromonitor International Staff
Call Number: HC411 .C59, Reference Collection
ISBN: 1842645854
Publication Date: 2012-10-03
Consumer Europe 2013 by Euromonitor International Staff
Call Number: HD7022 .C68, Reference Collection
ISBN: 1842645838
Publication Date: 2012-10-03
Consumer Middle East and North Africa 2013 by Euromonitor International Staff
Call Number: HD7048.2 .C66, Reference Collection
ISBN: 1842645862
Publication Date: 2012-10-22

Market Research

The following marketing research firms often have some free information/reports on their websites.