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 This link opens in a new window
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 This link opens in a new window
Product-specific reports contain Consumer tab and Databook
Use Demographics dropdown to locate Lifestyles reports with psychographic data.
Restricted to only current SMU students, faculty & staff.
View the Market Research tutorial for more insights.
Simmons Insights This link opens in a new window
Use crosstabs to compare psychographic preferences among demographic groups.
Includes brand data
View the Simmons Insights Training Research Guide for more insights. Simultaneous users permitted: 35
Mergent Intellect This link opens in a new window
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 This link opens in a new window
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 This link opens in a new window
Create maps and visualizations from many demographic sources including Simmons and PRIZM.
Restricted to only current SMU students, faculty & staff. 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.

Sample APA Citations

These citations are based on APA 7th edition but have been modified to meet the requirements of SMU Cox School of Business instructors. Check with your professor regarding the appropriate citation style for your course.

The following is an example of references on a reference page for the type of articles you will be using for this assignment. Examples of in-text references can be found in Citing Business Sources.

References

eMarketer. (2022). Retail e-commerce sales including digital services in the United States from 2014-2025. [Chart]. Statista. Retrieved from http://www.statista.com

FTSE Russell. (2022). Consumer data. Retrieved from Mergent Intellect database

Kondakciu, K. (2022). Marketing to Gen Z – US - 2022. Retrieved from Mintel database

MRI-Simmons. (2022). Spring 2017 NHCS adult 06-month. [Natural foods]. Retrieved from Simmons Insights database

Pew Research Center. (2019, Jan. 8-Feb. 7). College graduates especially likely to read books in a variety of formats. Retrieved from http://pewresearch.org

SimplyAnalytics (2020). Map with % housing tenure. Retrieved from SimplyAnalytics database

The Nielsen Company (2022). Prizm Household Distribution 2020 [Collin County report]. Retrieved from Mergent Intellect database

U.S. Census Bureau (2020). Means of transportation to work in Texas. [Data]. American Community Survey. Retrieved from http://data.census.gov

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.

Related Guides

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