Library Resources
Greetings from your librarian for ADC1010! 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 | jcastel@jwu.edu
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:
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?
Find:
- 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:
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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).
You have to know who you are looking for.
Claritas 360 can help you find the consumer behaviors of your market, the demographics of your market, and where they are located or if there is an opportunity in a specific location based on consumer and segment behavior data.
- SRDS This link opens in a new window
- Find ad rates, circulation figures, audience demographics, and contact info. for publishers/sales
- Identify consumer spending behavior in potential market areas
- Report titles include Business Publication Media, Consumer Magazine Media, Direct Marketing, Digital Networks & Tech, Digital Websites, International Media Guides, Local Media, Newspaper Media, Out-of-Home Media, Print Media Production, Radio Media, TV & Cable Media, and more
- IMPORTANT: A padlock icon means the library is not subscribed to that content
- To access Nielsen Segmentation & Market Solutions: Click on the green login button. No additional credentials are required. Allow time for the reports to load!
**Tech Tip: SRDS and the Claritas 360 platform do not work well in Safari. If possible, use Firefox or Chrome**
- MyBestSegments.comUse this free app to find out the demographics and lifestyles of segments in your neighborhood!
- Segment DetailsDetails of the PRIZM segments (by lifestage or social grouping) on an interactive website. Easy to navigate and free to use. You may access the "snapshot" and the interactive map. However, go through the library to access the more in depth reports available through the subscription database.
Which Reports Do I Use?
Help Docs to help you understand the reports in Claritas 360 and what they mean:
- Claritas PRIZM® Premier Segment DescriptionsDescribes the 68 Segments that Claritas places every household into based on where they live, what is their income, if they own their own home, and if they have children
- Claritas 360 Market Potential Report: Interpretations and CalculationsUse this report to learn about how many adults/households are participating in a target behavior in your market and analysis area (location)
Use to find out the potential for introducing a new product or service
How to get there:
Segmentation Reports > Lifestyle Reports > Market Potential - Claritas 360 Target Segment Measure ReportThis report allows you to look at the lifestyles and behaviors tied to people in a target segment.
Use to better understand your target segment and tailor your strategy/engage with group.
How to get there:
Segmentation Reports > Lifestyle Reports > Target Segment Measure
Need help searching the databases? Check out our Library Help Docs for step-by-step information.
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 market research (demographics, market trends, etc.):
- RKMA This link opens in a new window
- Content updated every two years
- Reports cover fields such as Consumer Behavior & Marketing, Entertainment & Leisure, Pandemic Impact, Restaurant/Food & Beverage, Retail/E-commerce, Sports Marketing, Travel & Tourism, and U.S. Cities & Communities
- Use CTRL F to search PDF for key terms
- MarketResearch.com Academic This link opens in a new window
- Industry reports including demographics, market trends, forecasts, analysis of major brands, new products, and consumer trends and buyer behavior
- Statista This link opens in a new window
- Statistics, reports, and visual data for a range of topics, countries, industries, trending topics, and more
- NOTE: Click through any security warnings & pop-up blockers that may appear
- Expert tools options are unavailable
Databases where you can find company and industry information (financials, SWOT analysis, profiles):
- Business Source Complete This link opens in a new window
- Company profiles, SWOT analyses where available, industry profiles, stocks and investment information, management-related articles
- Harvard Business Review case studies and streaming videos from the Harvard Business School Faculty Seminar Series, and selective full-text articles
- JWU Library does not have access to Harvard Business Cases
- IBISWorld This link opens in a new window
- Industry research for over 700 U.S. industries, hard-to-find U.S. "specialized industries", and some state-level industry research
- Updated reports: Global-wide industries and industries in China
- Industry reports include "Key Statistics," "Key Ratios," and supply-chain overviews
- Business Insights Global This link opens in a new window
- Case studies, company profiles & industry research reports
- Country economic reports, market research reports
- SWOT analyses, and video interviews with business executives, and selective full-text articles
- First Research (Mergent) This link opens in a new window
- In-depth U.S. and global-wide industry profiles (each report includes an overview of business challenges, trends, opportunities, and ratios)
- "State and Province Profiles" with a clickable map for monthly updates of local industry, economic, employment, and wage data for each of the 50 states and Canadian Provinces
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!
