UWM Libraries Research and Course Guides: Marketing Research for PhD Students: Research Resources and Library Services: Secondary Data Sources

New Research Database: Data-Planet

Sage Data
Extensive repository of publicly, privately, and commercially sourced statistical time series data. Users can search and view charts, maps, and rankings of data at multiple geographic levels.

Export formats include: Excel, PDF, Delimited Text, SAS, XML, Shapefile, and via DOI links.

For more information on content, view Data-Planet’s guide to available datasets and sources.

Watch the video below to learn the basics of using Data-Planet.

Reference Books

Best Customers: Demographics of Consumer Demand by Editors, The New Strategist.
Call Number: Available online
ISBN: 9781940308265
Publication Date: 2013
Consumer Americas
Call Number: (REF) HC94.A1 CGG
Publication Date: 2011
ProQuest Statistical Abstract of the United States
Call Number: (REF) HA202
Publication Date: 2012-
Worl Consumer Lifestyles Databook: Key Trends
Call Number: (REF) HF5415.32.W67
Publication Date: 2002-
International Marketing Data and Statistics
Call Number: (REF) HA42.I56
Publication Date: 1976-
Business Statistics of the United States
Call Number: (REF) HC101 .A13122
Publication Date: 1996-

UWM Libraries Databases

Simmons Insights (formerly Simmons Oneview)
Provides data on consumer preferences and purchase behavior for thousands of brands, products, and media properties as well as lifestyles, attitudes, and opinions. Hover over "Essentials" in the top menu bar to generate Quick Reports or customized Crosstab Reports.
*Note:The dataset for this academic version of Simmons is 2-3 years older than the commercial version. The UWM Libraries has 10 simultaneous users for this database. If you cannot access the database, please try again later.

►Tutorial videos: Intro to Simmons | Creating Quick Reports | Interpreting Quick Reports
SRDS Media Solutions (SRDS)
* Note: The Claritas 360 module works in Google Chrome only.
UWM Libraries has access to the following modules: Digital Media, Consumer Magazine Media, Business Publication Media, Local Media by DMA, Newspaper Media, Radio Media, TV & Cable Media, Out-of-Home Media, Print Media Circulation, and Claritas 360.
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The modules contain advertising rates, circulation data, web metrics, and more for different types of advertising media, with the exception of Claritas 360 which provides demographic and consumer segmentation reports for geographic and demographic markets.
Polling the Nations
Content: Over 18,000 surveys conducted by more than 1,000 polling organizations in the United States and other countries.
American Marketplace
Content: Marketing analysis based primarily on data collected from the federal government.
Note: This publication is part of the Nexis Uni database. After clicking on this link, type in search terms describing your topic.
ProQuest One Business: Just-Series Market Research Reports
Global market reviews and/or reports on special topics pertaining to industries and product types within the four sectors listed below.

Identify Other Sources of Secondary Data

Use the following research tools to identify potential sources or publishers of secondary data:

Finding Data (from UWM Libraries Data Management)
UWM Libraries Data Services guide to finding data, citing data, and answering other data-related questions.

Data.gov
US government data

Worldwide Data Catalogs
List of open government data catalogs from around the world

Government Web Sites

United States:

American Community Survey (ACS) Nationwide survey to collect and produce population & housing information on a timely basis. These datasets can also be accessed using the U.S. Census Bureau's American Factfinder.
US Census Data Demographic profiles of various geographic areas; data collected in U.S. Census Bureau surveys.
Bureau of Labor Statistics
(includes Consumer Expenditure Survey) Collections of labor economics and statistics on a wide range of topics, including inflation, prices, consumer expenditures, time use and more. Includes well-known reports such as the Consumer Expenditure Survey and the Consumer Price Index.
Microdata Access data.gov Data mining, analysis, and extraction tool that searches across federal, state, and local datasets. Requires user to download an application or Java applet.
Retail & Wholesale Trade Various statistical reports on retail and wholesale sales and inventories, including quarterly e-commerce sales. Published by the U.S. Census Bureau.

International:

EuroStat Statistics on the European Union for economics and finance, population and social conditions, trade and industry, agriculture and fisheries, transportation, and more. Both free and fee-based data.
UNESCO Data Centre Over 1,000 indicators for more than 200 countries regarding education, literacy, science and technology, culture and communication topics.
United Nations: UNData Search multiple UN statistical databases through a single interface. Topics covered include: agriculture, crime, education, energy, industry, labor, national accounts, population and tourism.

Other Web Sites

American Customer Satisfaction Index (ASCI)
ACSI measures satisfaction with over 200 companies in 43 industries.
ESRI Zip Code Lookup Tool
Snapshots by zip code of socioeconomic & demographic characteristics as well as lifestyles.
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Limited free data; most of site is fee-based.
Marketing Charts
Collection of 2,500 charts and infographics related to marketing.
Right Site/EASI Demographics Reports
Selected reports, ring studies, maps, etc. based on 2010 US Census data are available for free [registration is required].

UWM: Other Online Sources

Inter-University Consortium for Political and Social Research (ICPSR) Archive of online original research data on social science topics. Create your own MyData personal account. UWM is a member - contact is Dr. Swarnjit S. Arora, Economics (http://www4.uwm.edu/letsci/economics/faculty/arora.cfm)
Geospatial Data
(American Geographical Society Library) AGSL holds a collection of data related to Milwaukee and Wisconsin, and offers guidance on finding other data you may need.