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Strategic Communication: PR & Advertising: Market Research Databases/Sites

About This Page

Market research entails analyzing such factors as consumer demographics, behaviors, and lifestyles.  The databases, web sites, and print directories on this page collect this data and help you in analyzing the market for a product or service.

Demographics, Statistical Data, Survey Reports


Analyze a Market

Use these tools to analyze the circulation, ad rates, and reader demographics for print, internet, and broadcast publications:

Mediamark Reporter (MRI+) - Part of MRI+, Mediamark Reporter provides access to surveys of consumer characteristics and behaviors and is a leading provider of magazine, radio, tv, cable, and websites audience data.  MRI+ also allows users to create magazine lists with audience and circulation rates.  To use, you must create a free personal login.

Household Spending: Who Spends How Much on What (Official Guide to Household Spending) - available in print, Irwin Library Reference Room, call no.:  HF5415.33.U6 A637

Nielsen's MyBestSements PRIZM - Nielsen's lifestyle segmentation systems define every neighborhood in the U.S. in terms of distinct lifestyle types. Via entering a zipcode, obtain a neighborhood's top five segments, along with some descriptive detail about each segment's lifestyle traits.

Bacon's Directories - available in print, Irwin Library Reference Room, call no.:  P88.8. B33.  There are directories covering:


Passport GMID-Global Market Information Database - Reports on countries, consumers, and industries for over 200 countries.   Select the "Countries and Consumers" link for information on consumers.

New Strategist Publications - Butler Libraries has a number of books from this publisher that analyzes such topics as:  "Who's Buying by..." age, gender, product, activity, demographics, etc.  Statistical data is compiled mostly from US federal government sources such as:  the Bureau of Labor Statistics, the Census Bureau, the National Center for Education Statistics, the National Center for Health Statistics, and the Federal Reserve Board. [Link Test]

Market, Industry, & Company Analysis

For Market & Industry Analysis, consult:

  • First, if you are researching a product or business segment, identify its NAICS code.  Go to my colleague's LiibGuide to identify the correct NAICS code for your product/industry area:  NACIS Code Lookup.  Once you have the code, you can plug it into the resources listed below.
  • Consult this link, Trade Sources, for additional trade publication sources.

For Company Analysis, consult:

  • Business Source Complete - leads to articles on a company.
  • Lexis/Nexis Academic - provides company analysis in the form of journal articles and Hoover's reports
  • Analyze the Annual Report for a company; many times they will discuss their target markets in these publications.


Want More?

Assoc. Dean for Public Services, Butler Libraries

Sally Neal
Butler University
109B Irwin Library

Neal Evaluation


After the library research session, click here to take survey.