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MKTG 5345: Honors Marketing Project: Secondary Research

Demographic Resources

Consumer / Psychographic Resources

Data Visualization

Company & Industry Resources

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.


Bloom, B. (2020, April). Salty Snacks – US-April 2020. Retrieved from Mintel database

eMarketer. (2020). Retail e-commerce sales including digital services in the United States from 2014-2020. [Chart]. Statista. Retrieved from

FTSE Russell. (2020). Consumer data. Retrieved from Mergent Intellect database

FTSE Russell. (2020). Verizon Communications, Inc. [Competitors list]. Retrieved from Mergent Intellect database

FTSE Russell. (2020). Wireless telecommunications services [Industry profile].  First Research. Retrieved from Mergent Intellect database

Gambardella, A. (2020, April). Private equity, hedge funds, and investment vehicles in the U.S. [Industry outlook]. IBISWorld Industry Report 52599. Retrieved from IBISWorld database

Mintel. (2020, May). Marketing to Gen Z – US- May 2020. Retrieved from Mintel database

MRI-Simmons.  (2019). Spring 2017 NHCS adult 06-month. [Computer software]. 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

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

The Nielsen Company (2020, January). Prizm household distribution 2018 [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

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.

Further Your Skills with Workshops

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

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