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MKTG Graziadio Marketing Classes Library Research Guide: Demographics and Target Markets
This guide will provide select library resources helpful to students in Graziadio Marketing classes along with other Graziadio courses with E2B live company research.
Provides market research report insights for market share, consumer profiles, forecasting, driving forces, and distribution methods on very specific consumer markets in the US. Users have access to approx. 800+ unique reports with 220 new reports created each year. Common data sources include: Simmons Consumer Research Information Resources, Inc., (IRI) Nielsen/NPD, Trade Associations and Mintel's unique consumer research. This database is only available to current Pepperdine students, faculty, and staff.
From Euromonitor International, Passport GMID provides global business intelligence on consumers including digital consumers, households, income and expenditure, lifestyles, and population. This database is only available to current Pepperdine students, faculty,
Tip: Use the Search box in the top right corner to locate Consumer Lifestyle reports for the desired country, type "Consumer Lifestyles [Country Name]". Consumer information is also available within Industry Profiles as well as Category Briefings.
Consumer Lifestyles information can be found from the Search Analysis section of the Passport opening page using the following steps:
Select Economies and Consumers
Within the drop-down Choose a Topic, select Lifestyles
Includes daily research articles, analyst reports, and a database of e-business and online marketing statistics, aggregated and analyzed from over 4,000 sources. Topics include market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies.
Tip: For target demographic, use Browse By>Audience instead of the Search Box.
The Census Bureau is the leading source of quality data about the nation's people and economy. Data access and dissemination system that provides useful facts and information about your community, your economy, and your society. The system will find and retrieve the information you need from some of the Census Bureau's largest data sets.
Using Claritas 360 from SRDS for Consumer Demographic Data (Geographic & Other Breakouts)
Claritas 360 (formerly Nielsen Segmentation & Market Solutions) is an application available within SRDS that allows users to measure consumer demand and evaluate locations and markets. It provides users with information for finding best customers, customer locations, and how best to engage with them. *** Claritas 360 has replaced the Nielsen Segmentation & Market Solutions module.***
Note: This resource will be deactivated in June 2021 and will be replaced by Simmons Brand Catalyst. (REGISTRATION CODE AND ACCOUNT REQUIRED) Accounts expire twice a year on 7/31 and 12/31. You may need to re-register. Provides access to GfK MRI’s Survey of the American Consumer for academic use and allows users to tap into several market segmentation reports. Users will need to create an account using their pepperdine.edu e-mail address, and registration code obtained by Pepperdine librarian. This database is only available to current Pepperdine students, faculty, and staff.
Tip: Use GfK MRI Mediamark Reporter to view demographic data and media viewer rates for those who reported engaging in many different activities by degrees of frequency (e.g., once in the past year, once per month, 2+ times a week).