COMMUNICATION STUDIES LIBRARIAN
COM 334 - Message Design
COM 500: Target Market Assignment
Using secondary market research, identify the current customer groups for craft beer. Include demographics (age, gender, income, education, etc.). Additionally, include (as you are able to determine through available research) psychographics, geographics and behavioristic profiles. As you use that information, you may also want to consider who the noncustomer groups are. What makes them different and why don’t they consume craft beer? Being able to identify customer and noncustomer groups, and what is important to them, will help you to design audience relevant messaging.
Demographic Data Resources
Below are resources containing demographic data on the national, state and local level.
- Statistical Abstract of the United StatesThe best known and most popular single source of statistics on the social, political, and economic organization of the United States. This database is designed to serve as a convenient, easy-to-use statistical reference source and as a guide to statistical publications and sources.
- LINCLog Into North Carolina (LINC) is an interactive data retrieval service containing historical information for over 900 data items and a variety of geographic areas within the state. Topics include population, labor force, education, transportation, revenue, agriculture, vital statistics, energy and utilities, and other topics for a variety of geographic areas within the state.
- State Data CenterNorth Carolina economic and population statistics, county profiles.
Polling Data Resources
Below are sources containing opinion and polling data on various topics.
- Roper iPOLLThe largest collection of poll data anywhere—1935 to present, all US polling firms, broad topical coverage of opinions and behavior on social issues, politics, pop culture, international affairs, and more. International and US datasets available for immediate download. Find more information.
Market Research Resources
Below is a list of resources relating to Market Research. You may need to search using varying forms of your industry.
Keyword Examples: Craft beer or beer or alcoholic beverage.
- StatistaAggregates statistical information on over 60,000 topics from more than 18,000 sources, including market research institutes, trade organizations, scientific journals, government databases, and many other private and public resources. Find more detailed information.
- PassportEuromonitor's Passport database contains data for countries around the world covering consumer market sizes, market data & forecasts, consumer lifestyles, companies and brands, country risk and more. Features millions of statistics and in-depth reports on 27 industries with demographic, macro and socioeconomic data and analysis on consumers and economies in 210 countries worldwide. It is an award-winning market research database used by academic institutions and Fortune 500 companies to understand the global business environment in a time of rapid change and increased globalization.
- Sage DataProvides access to the extensive Data-Planet repository of standardized and structured statistical data. Through a single platform, users can search and browse 35 billion data points in over 4.9 billion datasets sourced from over 70 authoritative government and private sources, covering 16 subject areas. The platform's powerful functionality allows users to manipulate datasets, compare multiple indicators, chart trends over time and spatially represent data without requiring additional software programs. Multiple export options are provided. Find more information.
- IBISWorldA comprehensive collection of Industry Market Research. IBISWorld is a powerful business tool to learn about existing clients or potential clients’ core industries of involvement & how changes to those industries can have an impact on you or your organization. Includes US NAICS Industry Reports, US Specialized Industry Reports, US Business Environment Profiles and Global Industry Reports. Find more information.
- Business Market Research CollectionContains company, industry, economic and geopolitical market research with information from these sources: Hoover's Company Profiles - information about more than 40,000 global public and non-public companies including location, financials, competitors, officers, and more; OxResearch - succinct articles covering regional economic and political developments of significance from a network of 1,000 faculty members at Oxford, other leading universities, and think-tanks; Snapshots - market research overviews on 40+ industries and 40 countries.. Part of ProQuest Central.
- Business Insights: GlobalBusiness Insights allows researchers to use in-depth information on U.S. businesses, industries, and products.
Recommended Websites
- Nielsen Case StudiesPower Hour: Nielsen Shares Latest Craft Beer Consumer Insights
- Brewers AssociationBrewers Association