| 
Finding Target Customers
Mediamark Reporter with MRI+: for quick canned reports with national data
Provides information on demographics, lifestyles, product and brand usage and advertising media preferences. It offers quick canned reports focusing on consumer products. Simmons Study of Media and Markets - Choices 3: for national data
(Available in the Library only, on workstations 1-4.)
A database to consumer demographics by product type and brand names. Simmons surveys 30,000 households. Create your own customized reports that can be cross tabulated for various demographic and psychographic characteristics of users of products and their media behavior. Scarborough Arbitron Qualitap: for local/city data
(Available on campus only, from any computer.)
Scarborough provides local market consumer information. The client base includes: newspaper, radio, television, cable, online services, agencies, advertisers, yellow pages, and outdoor. Some 80 local markets (DMAs) are measured. 
Finding Demographics for your Target Market
American Fact Finder
U.S. Bureau of the Census data including community profiles by state, city and zip code. Demographics Now
Basic demographics data including consumer expenditures, population, income, race, housing, employment and Mosaic cluster groups by census tracts, block groups, zip code, county, state and entire U.S. Sourcebook America
(Available on campus only, from any computer.)
This resource provides demographic data, including population, Spending Potential Indexes (SPI), income, race, Tapestry (classifies neighborhoods into consumer segments), and much more. Data are presented by state, county, DMA and zip code. Use this to query the database for specific criteria.
Industry Overviews & Market Size/Segmentation
Mintel Reports Database
Provides over 1000 market research reports focusing on consumer products, lifestyles, retailing and international travel industry. Reports include market size, growth, distribution, competitors and consumer usage. MarketResearch.com Academic
Includes the full text of lengthy demographic, consumer and industrial product market research reports. IBISWorld
Market research reports that cover thousands of industries in the United States are arranged by NAICS codes but are also searchable by keyword(s). Business and Company Resource Center (via InfoTrac Web)
Includes the Encyclopedia of American Industries. Log in and choose “Industry” and search by NAICS code or business description. This brings together company profiles, brand information, rankings, investment reports, company histories and chronologies. Investext Plus
Offers the full text of analyst reports, primarily for public companies but some of these reports may contain good industry data. You may search for industry reports by major category in addition to company name.
Finding Competitors & Competition
Finding Competitors Quick Tutorial
IBISWorld
See the description above. The industry reports will list the major competitors. Business and Company Resource Center (via InfoTrac Web)
Includes the Encyclopedia of American Industries. Log in and choose “Industry” and search by NAICS code or business description. This brings together company profiles, brand information, rankings, investment reports, company histories and chronologies. Capital IQ
Provides information on public and private companies and is used for complex financial statement analysis, comparables analysis, financial modeling and sector analysis. It also includes a list of the competitors for the public companies. RDS Bizsuite
This database includes many trade journals. You may search by keyword and concept term. Try using your company or industry term with the keyword competit* to pick up all forms of competition.
Country Data for Expanding Overseas
Look at the Country Pages, particularly the EIU reports. See below for the “Doing Business In...” series of reports.
Company & Industry Article Databases
EBSCOhost - Business Source Complete
Business Source Complete includes scholarly business journals, trade journals and magazines for more than 1,200 journals. Try searching by company name and SWOT (strengths, weaknesses, opportunities and threats) and look for articles pertaining to strategy, product positioning, regulatory and environmental issues. Proquest
Offers the full text of business, accounting and economic journals and has a detailed thesaurus to aid in searching using specific keywords. Factiva
The full text of all editions of Dow Jones publications, the Wall Street Journal, plus the Boston Globe, three months of the New York Times, and 12,000 other U.S. and international publications.
Ask a Librarian
Please feel free to consult with a reference librarian if you need additional assistance. Appointments with librarians are available by signing up at Information Desk 1 in the library or calling x4596. | 
