Consumer Behavior/Demographics

MarketLine Advantage

Provides industry coverage including Porter's Five Forces analysis.

Mintel Oxygen

Covers both the US and European marketplace. Search by product or consumer segment (ie. “teens”) to find consumer profiles and trends. Check out the “Lifestyles” reports to browse reports on various consumer topics. You must create your profile prior to using this database the first time, and login thereafter.

Simmons One View

In depth consumer demographic characteristics, figures, and statistics that allow you to create customized reports to determine consumer purchasing behaviors, brand preferences, and media usage.


Text search for national/international statistics.


Includes daily research articles, analyst reports, and a database of e-business and online marketing statistics, aggregated and analyzed from over 2,800 sources. Topics include market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies.

Additional Links for Consumer Demographics

American FactFinder

Country Insights


FRED (Federal Reserve Economic Data)

IES (International Economic Statistics) Database

International Database

J.D. Power and Associates OECD International


Statistical Abstract of the U.S.

U.S. Census Bureau

World Bank Data

Market Research

BMI Research
Provides coverage of country markets across North America, Asia, Latin America, Europe, the Middle East, and Africa. The program features: intra-daily news analysis, political and economic risk assessment, strategic views on currency and debt developments, systematic macroeconomic forecasts over a 5-year horizon, country-comparative risk ratings, and rigorous benchmarking of the business environment.

Freedonia Focus
A collection of industry market research-over 700 reports covering 18 industry sectors. These reports are accessed through

MarketLine Advantage
PDF profiles on companies, industries, and countries as well as news, opinions, and financial deals.

Mintel Oxygen
Covers both the US and European marketplace. Reports include market segmentation, drivers, size and forecasts. You must create a profile prior to using this database for the first time. Academic
Search by keyword, or browse by topics. Reports include industry overviews, competitive analysis, market trends, product innovations, buyer behavior, and market share information. These reports are lengthy, so view the table of contents prior to printing to focus on the chapters most relevant to your needs.

Mergent Online
The Mergent Online database has fundamental financial information on more than 60,000 global, publicly traded companies. Formerly Moody's Financial Information Services, Mergent has been publishing detailed business descriptions, corporate histories and financial statements since 1900. There are more than 15 years of financial statements included in the Mergent Online database. Mergent Online also maintains data on 1,000,000 private companies worldwide.

D&B Hoovers (OneSource)
D&B Hoovers (formerly OneSource Global Business Browser) is an Internet-based reference service from the library Division of infoUSA. The site was designed for use as a reference tool in libraries. The OneSource database is accessed by first opening the Reference USA database and then selecting International Businesses from the Reference USA home page. The OneSource database has information on more than 3 million international businesses from the United States and around the world.

Additional Links for Market Research in Other Countries

CIA World Factbook

Country Studies
From the Federal Research Division of the Library of Congress.

Eldis Regional and Country Profiles


International Monetary Fund Staff Country Reports

US Department of State Background Notes

Simmons One View

Build a search to focus in on a consumer demographic, then select the “Media” tab to create an analysis of magazine and newspaper advertising options. Access is available on three designated computer terminals in the McLeod Business Library.

EBSCOhost Business Source Complete

Search to obtain journal articles, books, market research reports, financial data, conference proceedings, case studies etc.

LexisNexis Academic

The search areas that would be most helpful to a market researcher are the "Search the News," "Get Company Info," "Research Countries," or "Research People" boxes. Company profiles available as well as recent news and legal decisions.

ProQuest ABI/Inform Global

Search by selecting “Publications” in header, or search by keyword. In the advanced search mode, you may focus your search by changing “Citation and document text” to “Product Name” or “Publication Title” using the pull down arrows.To browse articles written on marketing and advertising, go to and select “Marketing”on the top search bar or mouse over "Answers" and select "Sales and Marketing."

ScienceDirect Mobile-friendly

Search multidisciplinary sciences, with some humanities and social sciences. Journal articles. Coverage: 1995-present.

SWOT Analysis

SWOT (strengths, weaknesses, opportunities, and threats) analysis offers insight into a company’s condition as it objectively assesses it’s strengths and weaknesses and it’s potential to deal with external opportunities and threats. It is therefore a useful tool in developing and confirming company goals and marketing strategies. Use the following resources to access or assess a company’s SWOT analysis.

EBSCOhost Business Source Complete

You can often find SWOT analysis listed as a “Source” on the left side of your search results page.

MarketLine Advantage

Company overviews often include SWOT analysis.

OneSource Global

Listed as “Strengths/Weaknesses” on the left side of the company overview page.

Internet Tools/Resources

Larry Chase’s Web Digest for Marketers

Scroll down halfway to find more than 50 links to marketing categories. Each category lists and reviews marketing resources on the Internet.Search by selecting “Publications” in header, or search by keyword. To focus your search, change “Select a Field” to “PS Reviews & Products” or “SO Publication Name.”

SRDS Print Materials

Business Media Advertising Source ( HF6105 .U6 S7)

  • Advertising rates, circulation information, and publisher’s positioning statement for business publications.

Consumer Media Advertising Source ( HF6105 .U6 S73)

  • Advertising rates, circulation information, and publisher’s positioning statement for consumer magazines.

Direct Marketing List Resource (HF5861. D54)

  • Directory of marketing mailing lists searchable by keyword or list type.

Newspaper Advertising Source ( HF5905 .S73)

  • Advertising rates, circulation information, and publisher’s positioning statement for newspapers.

Radio Advertising Source ( HF5905 .S74)

  • Searchable by markets, stations, rep firms, networks, syndicators, or group owners. Provides advertising rates, station profiles, MSA maps, and SQAD CPP estimates.

TV & Cable Source (HF5905 .S745)

  • Access DMA rankings, maps and market profiles. Contains advertising rates for TV & cable advertising sources, as well as other electronic media venues, such as in-flight, in-store, movie/theater, etc.
Other Print Materials
  • The Adweek Directory (HF6182 .U5 A37) - A directory of U.S. advertising agencies, public relations firms, media buying services, and specialized marketing companies.
  • The Brandweek Directory ( HF6182 .U5 A39) - A directory of U.S. brand, products, and services and their marketing companies. When available, listings also include annual media expenditures.
  • Basic Marketing Research: A Decision-Making Approach (HF5415.2 .M288 2009)
  • Handbook of Marketing Strategy (HF5415.13 .H36 2012)
  • How to Write a Marketing Plan (HF5415.13 .W48 2011)
  • Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory (HF5415 .H869 2010)
News & Journal Articles

Keep up to date by reading marketing periodicals. Search for online periodicals in the following databases by selecting the “Publications” or “Source” feature in each.

Suggested publication titles:
  • Advertising Age
  • Brandweek
  • Creativity
  • JMR, Journal of Marketing Research
  • Journal of Consumer Marketing
  • Journal of Marketing
  • Marketing Science
  • Sales & Marketing Management