Research Guides: MKTG 3342: Marketing Research: Secondary Research

Demographic Resources

Data.Census.gov
Use Advanced Search to select Topics (e.g., age, marital status) and Geography (whole country down to zip code).

Mergent Intellect
Click Demographics to search by zip code, town or MSA and see basic Census data. Select PDF or spreadsheet, then enter SMU email to obtain data.
To access First Research industry reports, click on First Research below the main search box and then, the orange Submit button on the left side of the page.
View the Company Searching tutorial for more insights.

Consumer / Psychographic Resources

Mintel Reports
Product-specific reports contain Consumer tab and Databook
Use Demographics dropdown to locate Lifestyles reports with psychographic data.
View the Market Research tutorial for more insights.
Simmons Catalyst
Use crosstabs to compare psychographic preferences among demographic groups.
Includes brand data
View the Simmons Catalyst Training Research Guide for more insights. Simultaneous users permitted: 35
Mergent Intellect
Click Demographics to search by zip code, town or MSA. PRIZM Household Distribution contains detailed psychographic groupings. Select spreadsheet, then enter SMU email to obtain data. Read Segment Definitions.
To access First Research industry reports, click on First Research below the main search box and then, the orange Submit button on the left side of the page.
View the Company Searching tutorial for more insights.
Statista
Statistics on many topics from many sources. Go to the original source to find newer, more comprehensive information when possible.
View the Finding Data tutorial for more insights.

Ipsos
This market research firm provides free reports on branding, customer experience, and more. Click on Innovation & Knowledge to browse.

Data Visualization

SimplyAnalytics
Create maps and visualizations from many demographic sources including Simmons and PRIZM.
To create an account, click on "create an account" and enter your SMU e-mail address and a password. Also, only 5 users can use this resource concurrently. Please log out when done using this resource.

Data Gathering

Passport
International business intelligence on industries, countries, & consumers
View the Market Research tutorial for more insights.

Why Do I Need This Guide?

You will be doing Demographic and Consumer Research for a specific product or service, which requires you to find background information on your customers. This research guide will direct you toward potential sources to ensure success.

MKTG 3342 Library Presentation Resources

Demographics & Consumer Research Presentation
PDF version of the Power Point presentation on Duda Family Business Library resources.

Related Guides

Further Your Skills with Workshops

The one-hour, hands on Demographic & Consumer Research workshop focuses on resources that provide demographic and psychographic data.

Business Research Workshops

Need a different time? If you have a group of 4 or more, we can add a session for you. Request a workshop.

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