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MKT 490 Marketing Plan Proposal Research: Resources and Search Strategies

FHG Library - Mintel and RKMA

To efficiently search Mintel, change all content types to Reports and change the view to List view. It shows all the reports we subscribe and have access to. Then narrow the results by category, trend driver or demographics or by search. Select and download full report. Infographics or slides can be used for presentation.

Chester County Library - Statista

Statista includes charts and graphs for industry and market data. You can also find industry reports and consumer reports.
Here is the eligibility and how to get a library card. Check out the Statista tutorials.

Chester County Library - Reference Solutions

Contains detailed information on over 14 million U.S. companies. Great for entrepreneurs, sales people, and job seekers. Watch this short video to learn more.

Business Source Complete

Sources and Strategies

APA Style Examples

Mintel Report

In-text Citation

Example 1: “Gen Z consumers may have fewer financial obligations, but they are not making enough money to spend on costly treats like travel(Boesel, 2020, p. 39).

Example 2: According to Boesel (2020), “Gen Z consumers may have fewer financial obligations, but they are not making enough money to spend on costly treats like travel.”

Example 3: According to the Mintel Report on Marketing to Gen Z, most of the teens and Gen Z adults consider owning a home as a personal success (Boesel, 2020).

Reference
Boesel, K.  (2020). Marketing to Gen Z. Retrieved from Mintel Academic Database.

Pew Research Center Report

In-text Citation

According to the Pew Research Center Survey of Social Media Use in 2018, “a majority of Americans use Facebook and YouTube, but young adults are especially heavy users of Snapchat and Instagram” (Smith & Anderson, 2018).

Reference

Smith, A. & Anderson, M. (2018, March 1). Social Media Use in 2018. Pew Research Center. https://www.pewresearch.org/internet/2018/03/01/social-media-use-in-2018/

More APA style guide at Purdue OWL

Business Librarian

Profile Photo
Grace Liu
Contact:
Grace Liu, MBA, MSLIS
Business Librarian, Assistant Professor
T: 610-436-2917 | yliu@wcupa.edu

Online Sources: Local Demographics and Consumer Spending

Search by industry keyword or NAICS code. Create a report for local business profile, which include:

  • Potential Customers
  • Demographic Characteristics
  • Business Summary
  • Consumer Expenditure
  • Social Economic Characteristics
  • Housing Characteristics

Narrative Profiles are short, analytic reports derived from the ACS 5-year estimates. Each Narrative Profile covers 15 different topic areas and provides text and bar charts to display highlights of selected social, economic, housing and demographic estimates for a selected geographic area.

Online Sources: Consumer Segmentation and Lifestyle Analysis

PRIZM Premier combines demographic, consumer behavior, and geographic data.
P$YCLE Premier is a new segmentation model looking for customer-specific financial and investment behaviors.
Claritas ConneXions integrates consumer usage of technology with demographics and lifestyle attributes.
The Snapshot section provides Free data on 2020 statistics, demographic traits and lifestyle and media traits of specific segment.

Google Search Tips

When conduct Google web searches, you are encouraged to use advanced Google search options. For example, limit site or domain to .org can retrieve more content from trade associations; use filetype: pdf can retrieve more in-depth report; and use terms appearing “in the title” can increase the relevance of the search results.

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