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MKT 335. INDUSTRY INFORMATION ASSIGNMENT Susan Hurst Business Librarian. OVERVIEW. 1) Census Data 2) Syndicated Data – Mediamark Lifestyle Market Analyst 3) IbisWorld. CENSUS DATA. Economic Census – Once every 5 years. Industry data only – No individual companies.

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mkt 335

MKT 335

INDUSTRY INFORMATION

ASSIGNMENT

Susan Hurst

Business Librarian

overview
OVERVIEW
  • 1) Census Data
  • 2) Syndicated Data –
    • Mediamark
    • Lifestyle Market Analyst
  • 3) IbisWorld
census data
CENSUS DATA
  • Economic Census – Once every 5 years.
  • Industry data only – No individual companies.
  • Use NAICS codes – North American Industry Classification System.
  • Replaces SIC – Standard Industrial Classification.
census data cont
CENSUS DATA (cont.)
  • NAICS codes – 6 digits, more specific and up-to-date.
  • SIC codes still used, need to know also.
  • Locate codes at Census website or in handbooks (See the Library Handout in your course packet).
  • http://www.census.gov/
census site review
CENSUS SITE REVIEW
  • Click on the Industry Series Link on the Economic Census page.
  • Choose an Industry Series Report
  • Estimates for Variables are found in Table 1 in each Report, also note the NAICS code
  • Go back to the Economic Census homepage & click on the NAICS link in left sidebar, go to the 2002 NAICS link.
  • Put in your 6 digit NAICS code to get the industry definition & corresponding SIC code.
syndicated data
SYNDICATED DATA
  • Lifestyle Market Analyst & Mediamark
  • Mediamark – Consumer survey results, tells who buys what products. Includes details on consumer demographics and media exposure
  • Data collected with the purpose of being sold
  • Lifestyle Market Analyst has consumer lifestyle profiles, also includes demographic & geographic information
mediamark
Mediamark
  • To use this database you must register or use my email & password – see Handout in your course packet for details on how to log-in and search the database.
  • Methodology is available from “News” link on Mediamark home page or User Guide linked on E-reserves.
  • MRI + (Mediamark) (Linked under Marketing in Research by Subject on the Libraries homepagehttp://www.lib.muohio.edu/)
lifestyle market analyst
Lifestyle Market Analyst
  • Selected sections online on E-reserves
  • Entire book available at King Library in the Reference section, HF 5415.32 .L554
  • See Handout in Course Packet for list of Profiles available on E-reserves
  • Methodology also online on E-reserves
ibisworld
IbisWorld
  • More than 700 US industry reports
  • Closely follows Census, can search by NAICS Code
  • Includes market share, market value, forecasts, competitors, etc.
  • Methodology linked on E-reserves
  • Database linked under Research by Subject on library home page under Marketinghttp://www.lib.muohio.edu/
wrap up
WRAP-UP
  • Census Data – Do all online at Census website http://www.census.gov/
  • Mediamark - database linked from library homepage, under Research by Subject, Marketing http://www.lib.muohio.edu/ (see handout in your course packet for details on logging-in)
wrap up cont
WRAP-UP (cont.)
  • Lifestyle Market Analyst – selected lifestyle profiles linked on E-RESERVES (methodology linked there too)
  • Marketline - database linked from library homepage, under Research by Subject, Marketinghttp://www.lib.muohio.edu/ (Methodology linked on E-RESERVES
contact information
CONTACT INFORMATION

Susan Hurst

203 King Library

529-4144

hurstsj@muohio.edu