Research Guides: Business Information Guide: Market Research

Market Research Reports & Statistics

For a demonstration of how to search some of the market research databases listed on this page, refer to the Market Research Video Tutorial.

Insider Intelligence eMarketer
Marketing, advertising, and consumer reports covering a range of industries, such as financial services, ecommerce, technology, and more. Includes content from both eMarketer and Business Insider Intelligence.
MarketResearch.com Academic
Market research reports covering services, demographics, the food and beverage industry, medical and health care industry, technology and media and more.
Mintel Reports
Research reports covering consumer behavior and analysis of United States markets.
Richard K. Miller and Associates Publications
RKMA Reports include Consumer Behavior, Entertainment, Media and Advertising, International Consumer Markets, Restaurant Food & Beverage Market, and Sports Marketing.
SBRnet (Sports Market Analytics)
News and market research from the National Sporting Goods Association and other industry sources on sporting goods, sports equipment, participation, broadcasting and marketing. Includes access to the Brand Share Index (BSI) which matches fan market consumer behavior with their preferences for consumer products brands.
Statista
Data from both public and private sources related to a wide range of subjects, including consumers, digital markets, and companies; also includes forecasts, analysis, reports, and more.
WWD.com
Access note: Two simultaneous users only.
Daily fashion industry news. Covers business, fashion trends, retail, and markets.

Products & Market Share

Business Insights: Essentials
Includes company profiles, financials, and SWOT analyses, industry reports and associations, business publications, as well as market share on companies, products, facilities, and brands.
Faulkner Advisory for IT Studies : FAITS.
Information technology reports covering subjects such as infrastructure, security, telecommunications, enterprise systems, vendors, and healthcare and government IT.
IBISWorld
Industry and company reports, industry outlook and risk rating reports, market share, and business environment profiles, and more, searchable by keyword or NAICS code.
MarketLine This link opens in a new window
Company, country, industry and product -related reports, analysis, news and case studies .
ThomasNet.com
Information about suppliers and products, including company profiles, contact information, and CAD drawings.

Consumer Data (Demographics, Product Usage, and Surveys)

Explore Census Data
This is the source for the current U.S. Census data for population, economic, housing, and geographic information and data about the United States, Puerto Rico, and the Island areas. This NEW website replaces American Fact Finder.

Data Axle Reference Solutions
Formerly ReferenceUSA or Reference USA.
Includes profiles on United States and Canadian companies (including smaller private companies), a U.S. New Businesses search (with new businesses added weekly), a U.S. Consumers/Lifestyles database (where consumers can be identified with criteria such as income level and area of interest/hobbies), and directories of U.S. and Canadian residents.
Insider Intelligence eMarketer
Marketing, advertising, and consumer reports covering a range of industries, such as financial services, ecommerce, technology, and more. Includes content from both eMarketer and Business Insider Intelligence.
Mergent Intellect
Provides access to information about U.S. and international public and private companies, company news, key business ratios, industry research, as well as Nielsen PRIZM demographics, consumer data, and a residential directory.
Mintel Reports
Research reports covering consumer behavior and analysis of United States markets.

Pew Research Center
Public opinion research on domestic policy, economics, elections, foreign policy, the news media, computer technology, religion and social trends.

Polling the Nations
Information about polls on various subjects, including poll questions and responses.

Public Agenda
Public opinion research organization

Roper iPoll
Public opinion data in the U.S. from academic, media and commercial polls.
Simmons Insights
50 simultaneous users. Consumer survey data for U.S. individuals and households, yielding cross-tabulated brand and product category preferences, demographic and psychographic data, and trends for use of digital and traditional media. Includes access to Brand Catalyst, a visualization platform for creating consumer personas that compare and predict these preferences.

Guide to Simmons Insights
Media & survey data come from three main sources: Nielsen, MRI, and Simmons.
The library has academic subscriptions to MRI and Simmons, providing access to consumer survey data from across the country. While not geared specifically towards the music industry, these databases can be used to cross-reference consumer music use, media player ownership, and website use with television and magazine use for the same population.

SimplyAnalytics
Four simultaneous users. Users must also create their own personal profile.

Application for mapping, analytics, and data visualization of variables such as demographics, employment, housing, market segments, businesses, consumer spending, brand preferences, technology, and public health. Includes data from Nielsen Claritas, Dun and Bradstreet, Simmons, GFK MRI, Easy Analytic Software (EASI), and Applied Geographic Solutions.
Statista
Data from both public and private sources related to a wide range of subjects, including consumers, digital markets, and companies; also includes forecasts, analysis, reports, and more.

NOTE: Additional sources for demographic data may be found on the Data & Demographics tab (on the left sidebar) of the Business Information Guide.

Market Research Resources Video Tutorial

Videos for Market Research Resources

The following market research resources video tutorial (which complements the Nuts and Bolts of Great Business Plans page of the Business Information Guide) is part of a series of four video tutorials developed by Business, Management and Entrepreneurship Librarian Stephanie JH McReynolds to support EEE 457 students as they develop their Capstone business plans. Although developed with EEE 457 students in mind, anyone who is interested in learning more about market research resources offered by Syracuse University Libraries is welcome to view. If something interests you, please check it out. For instance, maybe you already know a lot about eMarketer, but have never considered exploring Mintel Reports for market research.

Market Research Resources
Stephanie McReynolds, business, management, and entrepreneurship librarian at Syracuse University Libraries, provides guidance on how discover market research reports and survey data by browsing and using keyword searches in market research databases. (18 minutes 11 seconds)

Since this video covers a lot of material, it has been subdivided into shorter chapters, which can be reached by using the chapter navigation feature in the upper left corner of the video player. An outline of the video chapters is also listed below, for your convenience.

Video Chapters for Market Research Resources:

Introduction: Intro and overview of Market Research resources. (37 seconds)
MarketResearch.com Academic for Market Research: How to browse Topics and use keyword searches to find demographic and market research reports in MarketResearch.com Academic. (3 minutes 5 seconds)
eMarketer for Market Research: How to browse Topics and use keyword searches to find market research reports, survey results, and statistics in eMarketer. (1 minute 10 seconds)
Mintel Reports for Market Research: How to use keyword searches, browse reports by Category, and use the List View to find recently published and upcoming market research reports in Mintel Reports. (7 minutes 24 seconds)
Richard K. Miller and Associates for Market Research: How to browse and search in Richard K. Miller and Associates Reports for market research statistics and additional sources of market research data. (1 minute 33 seconds)
Business Insights: Essentials for Market Research: How to find Market Share Reports in Business Insights: Essentials. (1 minute 5 seconds)
SimplyAnalytics and Simmons Insights Overview (No Search Demo): Overview of SimplyAnalytics and Simmons Insights databases for survey data. (42 seconds)
Statista for Market Research: How to browse and do keyword searches to find market research reports, statistics, survey results, industry reports, and data in Statista. (2 minutes 34 seconds)

Additional Resources (in print)

Business Statistics of the United States
Collection of data, primarily from U.S. Federal Government sources, addressing economic performance since 1929 with regional, demographic and industrial detail for key indicators, such as gross domestic product, personal income, spending, saving, employment, unemployment, capital stock, etc. Call Number: HC101 .A13122
Market Share Reporter
Presents market share data on over four thousand companies, and 2,500 products, facilities, and brands. Several entries are usually available under each industry. Data also available through database Business Insights: Essentials. Call Number: HF5410 .M35