Research and Course Guides: MKTG 320: Integrated Marketing Communications: Consumers

Consumer Research

Quality demographic information is important in doing business research. Organizations need to understand their customers and prospective customers in order to supply them with the right products and services, and to reach them via their preferred media. There are many resources available to help you learn about consumers and their behaviors, attitudes, and opinions.

Consumer Profiles

SimplyAnalytics This link opens in a new window
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Use SimplyAnalytics (formerly SimplyMap) to create thematic maps, datasets, and reports using thousands of demographic, business, and marketing data variables for the U.S. Use it when you need demographic and marketing data for a specific geographic area in the U.S. such as a city, county, census tract, or ZIP code. Create a free personal account with your UST email to save your work (check your email spam if you don't receive an activation email) or sign in as a guest. Limited to 5 simultaneous users.
MRI-Simmons Catalyst This link opens in a new window
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Demographics, psychographics, product usage, spending behavior, and media habits of U.S. adult consumers, based on national consumer surveys. Use it to create your own custom reports. Available only to current UST students, faculty, and staff. Limited to 50 simultaneous users.
Mintel Academic This link opens in a new window
Market research reports covering U.S. consumer markets. The reports analyze market drivers, market sizes and trends, market segmentation, along with consumer attitudes and purchasing habits. Restricted to current UST students, faculty, and staff.
RKMA Market Research Handbooks This link opens in a new window
These handbooks focus on various consumer-related markets. Each one includes market forecasts, sector trends, and statistics. Handbooks include Business-to-Business Marketing; Consumer Behavior; Consumer Marketing & Advertising; Consumer Use of the Internet & Mobile; Entertainment & Leisure; Restaurant, Food & Beverage; Retail & E-Commerce; Sports Marketing; and Travel & Tourism.
Passport This link opens in a new window
Global market research database providing statistics, analysis, reports, and surveys on industries, countries, and consumers worldwide. Restricted to current UST students, faculty, and staff.