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Embedded LibGuides by Jenny

Library Resources



Greetings from your librarian for ADC1011! I can help you find market and media research and data, or answer any other question.  

Feeling anxious? Make an online appointment for 1:1 support. 

Jennifer Castel | 

Feeling overwhelmed? Chat with us instead!   We're here for you.

Click on the "Ask a Librarian" button below for immediate support from the JWU librarians! 

For links to the databases and reports on how to navigate them and find the information you need, go to the next tab to the right "Databases"

Start with:

1. MRI+ Internet Reporter:

Market studies containing consumer demographics are used to describe the readers, viewers, or listeners of various media such as magazines, TV, radio, and Websites.

2. SRDS- Standard Rates and Delivery Services:

What would it cost to advertise your business or service in magazines, newspapers, radio, television, or websites? 


  • Ad Rates
  • Circulation figures
  • Demographics of your targeted audience
  • Contact information for publishers/sales
  • Submission requirements


Reports containing:

  • Demographics
  • Market trends
  • Growth & shares
  • Forecasts
  • Analysis of major brands
  • New product introduction trends
  • Consumer trends & buyer behavior

4. Richard K. Miller E-Books on:


  • Consumer Behavior
  • Consumer Marketing
  • Entertainment
  • Media & Advertising
  • Health Care
  • Hotels & Resorts
  • Leisure Market
  • Restaurant & Food Service
  • Retail Business
  • Sports Marketing
  • Travel & Tourism

Need help searching the databases? Check out our Library Help Docs for step-by-step information.

Or, check out this quick information about MRI+ and SRDS.

For segment narratives collected and analyzed from US Census Bureau and the Neilson Media Study data , check out PRIZM Segment Narratives


Databases where you can find company and industry information (financials, SWOT analysis, profiles): 

Databases where you can find market and media research (demographics, market trends, etc.):

NOTE: You are not alone! If you get lost please contact the library/librarians! We are here to help you!

Need to find target audience and segment information? Once you know who your target audience and segment, is SRDS Claritas 360 can help you find more information about your segment. 


*NOTE* SRDS works best in Chrome or Internet Explorer. Do not use it in Safari. 

Claritas 360 is a software within SRDS that provides the PRIZM Premier Segments and quite a few awesome reports that will provide with information about target audience, segment information, and their likely behaviors, interests, demographic, and geographic locations. 

[SRDS (and Claritas 360, accessible and available within SRDS) is excellent for direct marketing, media planning, and for helping you understand the needs and behaviors of your target segment. 

SRDS cannot tell you who your target audience is (go to MRI+ for that). ]

To access Claritas 360:

Step 1: click on the blue SRDS link above.

Step 2: once on the Kantar Media/SRDS database home page, search across the top for "Claritas 360"  and click (highlighted below).

Step 3: click on the button that says "Log in to Claritas 360" (highlighted below). 

*Note: you are already logged in- see in the photo above it says "log out." You do not need to actually log in because you are accessing the database through the library log in. 

Step 4: Choose your report!


Which Reports Do I Use? 

Help Docs to help you understand the reports in Claritas 360 and what they mean:

If you use the library's databases for your research, you can copy and paste pre-generated citations - look out for the option as it may appear differently in each interface but is generally represented by an icon of quotation marks.


If you need to cite a resource not located in a database, I recommend using the OWL as a reference. Alternatively, reach out to me for help with citations!

MLA Sample Paper

MLA Format Template