Research Guides: MKTG 4345: Honors Marketing Project: 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.
View the Market Research tutorial for more insights.
Simmons Catalyst This link opens in a new window
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
Passport This link opens in a new window
International business intelligence on industries, countries, & consumers
View the Market Research tutorial for more insights.
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.

Data Visualization

SimplyAnalytics This link opens in a new window
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.

Company & Industry Resources

Mergent Intellect This link opens in a new window
Private & public company information including competitors and First Research industry reports.
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.
IBISWorld This link opens in a new window
Trends, statistics, & analysis of U.S. industries
View the Industry 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.

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.

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