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INTRODUCTION
Researching
the domestic market for goods and services can be a complicated
and time consuming process. This guide will provide a starting point
for your research, but you should remember that additional sources
are available. You can browse the library shelves, search the Library's
online catalog, check the bibliographies
of books and articles on your topic, and search the world wide web.
If you have any questions or are having trouble finding what you
need, please visit the Reference Desk on the second floor..
All
of the sources in this guide can be found in the Portland State
University Library, accessed through the Library's computer network,
or are available on the world wide web. Many are used widely and
will also be found in other university and college libraries, or
large public libraries.
Please
see our other marketing guides, International
Marketing and International
Marketing – Statistical Sources for help with research in international
marketing topics.
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DEMOGRAPHIC
DATA
The
sources below provide statistical data on people and populations,
including housing, employment, income, education, mortality, families,
race, and religion.
1990
Census of population and housing
U.S. Bureau of the Census
Provides detailed social and economic information for the nation,
regions, states, counties, metropolitan areas, cities, census tracts,
ZIP codes, and blocks.
C3.223/10:1990 Basement / Documents Collection
Also available from the U.S.
Census Bureau webpage.
Bureau
of Labor Statistics
U.S. Department of Labor
http://www.bls.gov
Bureau
of Transportation Statistics
U.S. Department of Transportation
http://www.bts.gov
County
Business Patterns
U.S. Census Bureau
HC101 .A184 / Stacks
Available in print, on CD-ROM and Web
County
population estimates
U.S. Census Bureau
http://www.census.gov/population/www/estimates/citypop.html
Digest
of education statistics
U.S. Department of Education. Annual
LA 209.2 .A23 2nd Floor / Reference, 1999
WWW: http://nces.ed.gov/pubs2000/digest99/
Demographics
USA. County edition
Market Statistics. Annual
HC110 .C6 s83 Basement / Reference, 1999
Metropolitan
area population estimates
U.S. Census Bureau
http://www.census.gov/population/www/estimates/metropop.html
National
Center for Education Statistics
U.S. Department of Education
http://nces.ed.gov/
National
Center for Health Statistics
Centers for Disease Control
http://www.cdc.gov/nchswww/default.htm
Place
and county subdivision population estimates
U.S. Census Bureau
http://www.census.gov/population/www/estimates/citypop.html
Rand
McNally commercial atlas and marketing guide
Rand McNally. Annual
G1019 .R22 Basement / Oversized
The
sourcebook of ZIP code demographics
CACI. Annual
Covers population change, population composition, income, spending
potential profiles. Projections are for 1996/2001.
HA203 .S66 Basement / Reference, 1996
Statistical
abstract of the United States
U.S. Bureau of the Census
HA202 Basement / Reference Desk, 2000
The Statistical
abstract is also available from the U.S. Census Bureau in .pdf
format.
Understanding
the census : a guide for marketers, planners, grant writers, and
other data users
Epoch. c1996
A helpful guide for using Census materials.
HA201 1990ar Basement / Reference
USA
counties 1998
Government Information Sharing Project, Oregon State University.
USA Counties, from the Census Bureau, compiles useful demographic,
economic, and governmental information spanning several years and
sources for county comparisons and profiles.
http://govinfo.kerr.orst.edu/usaco-stateis.html
U.S.
Census Bureau
U.S. Department of Commerce
http://www.census.gov/
Largest federal statistics gathering agency, responsible for the
decennial census of population and housing, the economic census,
the census of governments, and many other surveys and censuses.
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CONSUMER
SURVEYS & MARKET INFORMATION
The
information in the following sources is similar to that you'll find
in the sources in the Demographic Data
section, but focuses on consumption, buying patterns and projections,
and other consumer data. Some of these sources are entirely composed
of data (generally in the form of graphs and tables), but some contain
narrative information as well.
American
generations : who they are, how they live, what they think
New Strategist Publications. c1998. 2nd ed.
HC110 .C6 M545 1998 Basement / Reference
Best
customers : demographics of consumer demand.
New Strategist, c1999
HC110 .C6 R87 Basement / Reference
Consumer
expenditure survey, 1994-1995
U.S. Bureau of Labor Statistics
L 2.3: 2492 Basement / Documents Collection
Consumer
expenditures in ...
U.S. Dept. of Labor, Bureau of Labor Statistics. Annual
HD8051 .A7876 Basement, 1993-
http://stats.bls.gov/news.release/cesan.toc.htm
(news release of most recent edition)
http://stats.bls.gov/csxhome.htm
(archive covering 1984- )
Generation
X : the young adult market
New Strategist Publications. c1997
Information on young adults collected from the Census Bureau, Bureau
of Labor Statistics, National Center for Education Statistics, and
Chicago's National Opinion Research Center.
HC110 .C6 M544 1997 Basement / Reference
Hispanic
Americans: a statistical sourcebook
Numbers & Concepts. Annual
E184 .S75 H5655 2nd Floor / Reference, 1997-1998
Household
spending: who spends how much on what
New Strategist Publications. Biennial
Based on average spending data collected by the Bureau of Labor
Statistics' Consumer Expenditure Survey.
HC110 .C6 O34 Basement / Reference, 1999
Lifestyle
market analyst
Standard Rate & Data Service. Annual
Also known as the Polk directory.
HF5415.33 .U6 L54 Basement / Reference, 2000
Mediamark
reporter
Mediamark Research Inc. 1998
Includes MRI's complete product volumes as well as Upper Deck and
CablePro reports.
CD-ROM installed on workstation in Basement
Mediamark
research ...
Mediamark Research Inc. Seminannual
Market data on various products.
HF5415.3 .M43 Basement / Reference
The
mid-youth market: baby boomers in their peak earning and spending
years.
New Strategist Publications. c1996
HN60 .R87 1996 Basement / Reference
National
Opinion Research Center Library
http://www.norc.uchicago.edu/library/
National Opinion Research Center, University of Chicago
The National Opinion Research Center Library (NORC) provides online
access to some NORC survey data in .pdf format. The NORC conducts
research in the public interest for government agencies, educational
institutions, private foundations, non-profit organizations, and
private corporations.
The
official guide to American incomes
New Strategist Publications. 1993
Provides a look at how much Americans have to spend, with a section
on discretionary income.
HC110 .I5 R87 Basement / Reference
The
official guide to the American market-place
New Strategist Publications & Consulting. 1995 2nd. ed.
Provides national data on social and political trends within the
United States. Includes topics such as population, income, wealth,
labor force, education, health, and attitudes.
HA214 .O35 Basement / Reference
Survey
of Buying Power
Sales
& Marketing Management, Annual Issue
HF5438 .A34 / Reference
Simmons
study of media and markets
Simmons Market Research Bureau, Inc. Annual
Contains the results of a national probability sample of U.S. consumers.
Over 40 volumes provide very detailed data for specific consumer
goods.
HC110 .C6 S77 Basement / Reference Desk
U.S.
market trends & forecasts
Gale Group. c1999
HF5415.1 .U7 Basement / Reference
Who's
buying food & drink : who spends how much on food and alcohol, at
and away from home
New Strategist Publications. 1996
HD9004 .M54 1996 Basement / Reference
Who's
buying for the home
New Strategist Publications. Biennial
HD9971 .U6 W56 Basement / Reference, 1996
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PRODUCT
& INDUSTRY DATA
Here
you will find statistical data on industry, manufacturing, specific
products and companies, production, consumption, and company and
industry finances.
CRB
Commodity Yearbook
Commodity Research Bureau
HF1041
.C56 / Reference, 2000
Encyclopedia
of American industries
Gale Research
Very useful essays on numerous industries, documenting trends, major
players, etc. Arranged by SIC codes with alphabetical index. Each
industry area includes a section of further reading.
HC102 .E53 1998 Basement / Reference, 2001
Encyclopedia
of Associations
Gale
Research
HS17 .E55 / Reference
Also available on CD-ROM.
Manufacturing
and distriubution USA
Gale Group. Annual
Provides analysis and synthesis of federal economic statistics in
448 manufacturing industries, including product share details.
HD9721 .M368 Basement / Reference, 2000
Monthly
retail trade survey
U. S. Census Bureau. Monthly
Retail sales and inventory data.
C3.138/3: Basement / Documents Collection
WWW: http://www.census.gov/mrts/www/mrts.html
Monthly
wholesale trade survey
U. S. Census Bureau. Monthly
Wholesale sales and inventory data.
C3.133: Basement / Documents Collection
WWW: http://www.census.gov/svsd/www/mwts.html
North
American Industry Classification System
Executive
Office of the President, Office of Management and Budget
PREX 2.6/2:IN 27/997/CLOTH / Reference
Electronic
Version at Census Bureau (Includes conversion tables for SIC
and NAICS)
National
Trade and Professional Associations of the United States
Columbia
Books
HD2425
.D53 / 2001
Service
industries USA: industry analyses, statistics, and leading organizations.
Gale Research. Biennial
Provides analysis of economic activity in 150 service industries,
subdivided into for-profit and non-profit categories.
HD9981.1 .S47 Basement / Reference, 1996
Statistical
factbook
Direct Marketing Association. Annual
HF5415.122 .F3 Basement / Reference, 1999
Standard
and Poor's industry surveys
Standard & Poor's Corporation. Weekly
Provides trend data and current analyses for 33 industries. The
series is updated weekly, with each industry sector receiving an
update about once a year.
HG4905 .S66 Basement / Reference Desk
U.S.
industry profiles: the leading 100
Gale Research. Biennial
Provides industry snapshot, outlook, work force, research and technology,
America and the world, associations and societies, periodicals and
newsletters, databases, statistics sources, general works, and further
reading.
HD2771 .U8 Basement / Reference, 1995
U.S.
industry & trade outlook
U.S. Department of Commerce / DRI-McGrawHill. Annual
Provides industry overview and outlook for over 70 industries.
HC106.5 .A17 Basement / Reference Desk
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Company
and Financial Information
Below
is a listing of guides, handbooks and databases which can help you
locate company reports, financial information, and other competitive
intelligence.
Almanac
of Business and Financial Ratios
Prentice-Hall
HF5681 .R25 T68 / Reference, 2001
D&B
Business Rankings
Dun & Bradstsreet
HC102.2 .D86 / Reference, 2001
D&B
million dollar directory : America's leading public & private companies
Dun
& Bradstreet
HC102 .D8 / Reference, 2000
EDGAR
Database of corporate information
U.S. Securities and Exchange Commission
http://www.sec.gov/edgarhp.htm
EDGAR (the Electronic Data Gathering, Analysis, and Retrieval system)
provides access to submissions by companies and others who are required
by law to file forms with the U.S. Securities and Exchange Commission
(SEC). Documents include 10-K's, 10-Q's, Proxy Statements, etc.
Hoover's
handbook of American business
Reference Press, Inc. Annual
HG4057 .A28617 Basement / Reference, 2001
Hoover's
handbook of emerging companies
Reference Press. Annual
HG4057 .A28618 Basement / Reference, 2001
Hoover's
handbook of private companies
Hoover's Business Press
HG4057 .A286185 Basement / Reference, 1997
Hoover's
online
http://www.hoovers.com/
Company and industry data and related information.
Investext
Gale Group
http://infotrac.galegroup.com/itweb/oregon_portland/
(click on Investext icon; Portland State University only)
Database providing access to reports and forecasts prepared by top
Wall Street and international brokerage firms. More than 11,000
U.S. and international companies and 53 industries are covered.
Moody's
Industrial Manual
Moody's Investors Service
HG4961 .M67 / Reference, 2000
Thomas
register of American manufacturers
Thomas Pub. Co. Annual
T12 .T6 Basement / Reference
WWW: http://www.thomasregister.com
(note: the web version of the Thomas register is free, but
registration is required for access.)
Wards
Business Directory of U.S. private and public companies.
Vol. 3, Ranked by sales within industry
Gale Research
HG4057 .A532 / Reference, 2001
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MARKET
SHARE
Market
share reporter
Gale Research Co. Annual
Reports market share data for companies and over 2000 products,
primarily for the U.S.
HF5410 .M35 Basement / Reference, 2001
Ward's
business directory.
Gale Research. Annual
Lists companies by SIC code, ranks them and provides sales for each
company and a total for the industry.
HG4057 .A532 Basement / Reference, 2001
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MARKET
SURVEYS & RESEARCH REPORTS
Market
reports and surveys are not generally available in the library.
Most market reports can be ordered from research companies, usually
for a substantial fee. The following sources can be used to identify
market research firms and their reports.
Findex
: the worldwide directory of market research reports, studies and
surveys
NSA Directories. Annual
A comprehensive listing of commercially available market and business
research, indexed by industry, company name, geographic area. (Market
research reports which deal with a specific market or product tend
to be very expensive.)
HF5415.2 .F55 Basement/Reference, 2000
Green
book
New York Chapter, American Marketing Association. Annual
International directory of marketing research houses and services.
HF5415.2 .I55 Basement / Reference, 2000/01
MRA
blue book, research services directory
New York, N.Y. : Marketing Research Association
HF5415.2 .M3557a Basement / Reference, 2000
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INFORMATION
ABOUT SPECIFIC INDUSTRIES
General
narrative and statistical information about specific industries
can be found in some of the survey publications (such as Standard
& Poor's industry surveys) found in the Product
& Industry Data section of this guide. Professional associations
for specific industries may also publish factbooks or guides to
their industry. To find professional associations, use:
Associations
yellow book
Monitor Publishing Co. Semiannual, Winter 2001
HD2425 .A88 Basement / Reference, 1996-
State
and regional associations of the United States
Columbia Books. Annual
HD2425 .S68 Basement / Reference, 1998
In
addition, many trade periodicals publish surveys and industry overviews
which focus on particular topics. Often, specific issues or supplements
of these publications present very useful overviews of a particular
market or industry. To identify special issues use:
Directory
of business periodical special issues
Reference Press. 1995
Z7164 .C81 D57 Basement / Z Collection
Below
is a sample list of industry/product factbooks and trade journal
special issues available in the Portland State University Library.
Trade journals typically have current statistical data for their
trade.
Aerospace
Facts and Figures
Aerospace Industries Association of America. Annual
TL501 .A818 5th Floor, 1963-
The
... annual computer industry almanac
Computer Industry Almanac Inc. Annual
HD9696 .A1 C65 Basement, 1992, 1996
Automotive
News
Crain Automotive Group. Weekly
The annual Market data book contains automobile sales by
company and model for U.S.
HD9710 .U5 A85 Basement, 1945-46, 1971-
Beverage
industry
[Magazines for Industry]. Monthly
Beverage industry annual manual is published annually in
August.
HD9348 .A1 B44 Basement, 1972-
AAMA
Motor Vehicle Facts and Figures
Government Affairs Division of the American Automobile Manufacturers
Association. Annual
HD9710 .A1 M6 Basement, 1976-
Restaurant
Business
[Restaurant Business]. 18 issues/year.
Restaurant growth index provides data on food services by
market segment. Published annually.
TX901 .R4 Basement, 1978-
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MARKETING
JOURNALS
There
are a whole host of journals which deal with various aspects of
marketing and the marketing industry. To search for articles in
marketing and other business journals, use one of the following
journal indexes or databases:
Business
source premier
EBSCOhost
(Portland State University only)
EBSCOhost is a comprehensive service which includes many databases.
To reach Business source elite from the main EBSCOhost search
page, click on the "EBSCOhost Web" link, and then select Business
source elite from the title list. Contains abstracts and full
text of articles from more than 960 journals covering business,
management, economics, and finance.
Lexis-Nexis
: academic universe
Lexis-Nexis
(Portland State University only)
Includes the full text of magazines, wire services, business and
legal publications, government documents, medical journals, and
reference sources.
Below
is a selection of journals dealing with different aspects of marketing,
all of which are available at the Portland State Library. To find
other journals, please use the Library's online
catalog.
BtoB:
the magazine for marketing and e-commerce strategists
Crain Communications, Inc.
http://www.netb2b.com/netMarketing200/
Direct
marketing
[Hoke Communications]. Monthly
HF5861 .R4 Basement, 1969-
Food
marketing review
U.S. Dept. of Agriculture, Economic Research Service. Annual.
HD1751 .A91854 Basement / Microfiche Collection, 1985, 1988-
A1.107/3 Basement / Documents, 1997
Industrial
marketing management
Elsevier North-Holland, Inc. Quarterly
HF5415.12 .E8 I53 Basement, 1971-
International
journal of research in marketing
North-Holland. Quarterly
HF5410 .I53 Basement, 1984-
International
marketing review
Corporate Press. Quarterly
Electronic access through Ingenta.com
HF1009.5 .I55 Basement, 1985-2000
The
journal of business & industrial marketing
[Grayson Associates]. Bimonthly
Electronic access through Ingenta.com
HF5410 .J648 Basement, 1987-2000
The
journal of consumer marketing.
[Grayson Associates]. Bimonthly
Electronic access through Ingenta.com
Journal
of interactive marketing
Medill School of Journalism, Dept. of Advertising, Northwestern
University. Quarterly
Electronic access through Ingenta.com
Formerly the Journal of direct marketing
HF5415.126 .J63 Basement, 1987-
Journal
of marketing
American Marketing Association. Quarterly
HF5415 .A2 J6 Basement, 1936-
Journal
of marketing education
Business Research Division. 3 issues/year.
HF5410 .J2 Basement, 1981-
Journal
of marketing research
[American Marketing Association]. Quarterly
HF5415 .A2 J63 Basement, 1964-
Journal
of professional services marketing
Haworth Press. Quarterly
HF5410 .J733 Basement, 1985/86-
Marketing
Haymarket Magazines Ltd. Monthly
HF5415 .A2 M3 Basement, 1965-
Marketing
and research today.
European Society for Opinion and Marketing Research. Quarterly
Formerly European research.
HF5415.2 .E96 Basement, 1973-80, 1990-1999
Marketing
news
American Marketing Association. Biweekly
HF5415 .A2 M37 Basement, 1974-
Marketing
research
The [American Marketing] Association. Quarterly
HF5415.2 .M355 Basement, 1990-
Potentials
Lakewood Publications. Monthly
Electronic access through Ingenta.com
Formerly Potentials in marketing.
HF5410 .P65 Basement, 1989-
Psychology
& marketing
Van Nostrand Reinhold. Quarterly
HF5415.2 .P84 Basement, 1984-
Sales
& marketing management
Sales and Marketing Management. Monthly (except semimonthly in Feb.,
Apr., Aug. & Nov.).
Formerly Sales management, Advertisers' weekly and
Sales management and advertisers' weekly.
HF5438 .A34 Basement, 1958-
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MARKET
RESEARCH FIRMS
Although
most of the firms listed below want to sell their research reports
for a profit, some of the sites contain some free information and
data.
American Marketing Association
International society of marketing professionals.
http://www.ama.org/
Best Market Reports
http://www.exportservices.com/best.html
Best Market Reports (a service of the National Export Offer Service
(NEOS)) are surveys on specific U.S. industries with "high export
potential."
Gartner.com
Information technology research firm.
http://www3.gartner.com/Init
Electronic Trend Publications
Publisher of market research reports on a variety of electronics
topics.
http://www.electronictrendpubs.com/
Frost & Sullivan (F&S)
A computer-focused market consulting company.
http://www.frost.com/
The Gallup Organization
Provides consumer and demographic research nationally and around
the world.
http://www.gallup.com/
International Data Corporation (IDC)
Company providing computer and information technology industry analysis,
market research, and strategic analysis.
http://www.idcresearch.com/
The Information Gatekeepers Group
Firm providing telecommunications research and consulting.
http://www.igigroup.com/
Jupiter Communications
Firm specializing in internet and e-commerce research.
http://www.jup.com/
Marketing Research Association (MRA)
Professional society of marketers and market researchers.
http://www.mra-net.org/
The NPD Group
Market research firm specializing in consumer purchase behavior
research.
http://www.npd.com/
The Roper Center
Public opinion research firm, engaging in survey research in the
United States and abroad.
http://www.ropercenter.uconn.edu/
The
top 50 U.S. research organizations
(Honomichl 50)
American
Marketing Association - Marketing News
Vivamus Concepts, Inc.
Information consulting firm specializing in research on the world
wide web and high technology.
http://www.vivamus.com/
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Revised September 2001
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