BUS 306: Campus Entrepreneur: Market Research
Industry Analysis- Market Research on Age Groups
- UNCG Demographics
Steve Cramer
UNCG Business Librarian
smcramer@uncg.edu
336-256-0346
AIM: stevebizlib
MSN: smcramer@uncg.edu
A. Industry Analysis
NAICS search
- Or see my NAICS guide for details and more search options.
IBIS Industry Market Research
- Provides 25 to 45-page industry reports for all 5-digit NAICS codes.
- Reports can be searched by keyword or NAICS codes, or browsed by sector.
- Reports are updated three or four times a year.
- Each report includes statistics, industry structure, product & customer segmentation, performance analysis, major players & market share, external drivers, 5-year forecasts with forecast analysis, and more.
County Business Patterns
- From the Census.
- Provides the number of companies by NAICS code in a state, county, zip code, or MSA.
- Also provides the size of those companies by number of employees and size of payroll.
ReferenceUSA
- A company database covering 14 million U.S. companies.
- Use this to find what competiting business exist near the campus.
More tools for studying industries
B. Market Research on Age Groups
Mintel Reports
Provides detailed market and consumer research reports.- Most of the reports cover market drivers, market share, size, structure, segmentation, trends, consumer expenditure and spending patterns, psychographics, forecasts, and company and brand profiles. Some of the reports include Simmons and ACNielsen data.
- Reports that might be useful to you:
- Spending Power of Young Adults
- Attitudes of 18-24s Towards Consumer Electronics
- Social Networking and Connectivity in the Digital Age
- Young Adults and Travel
- etc.
Business Source Premier
- Find articles about marketing to a campus market.
- Example searches:
- Generation Y AND marketing
- Generation Y AND radio
- college students AND marketing AND travel
Household Spending: Who Spends How Much on What
Reference HC110.C6 A670 2007
- The data is organized by age, income, household type, race and Hispanic origin, and region.
- Covers spending overview, apparel, entertainment, financial products and services, food and alcohol, gifts, health care, household operations, shelter and utilities, personal care, reading, education, and tobacco, and transportation.
- Not available online, but the Consumer Expenditure Survey is, but provides less detailed data. (example of CES data by age)
American Generations
Reference HC 110 C6 M540 2005
- "Who They Are and How They Live."
- Applies demographic data to research on attitudes and behavior.
The Millennials: Americans Born to 1977 to 1994
HQ796.M550 2004 (6th floor)
- Marketing data and trends on young adults.
- Part of the "American Generations" and "Household Spending" reference book series (see above & below).
- See Household Spending (above) for more current numbers.
Lifestyle Market Analyst
Reference HF5415.33.U6 L54 2007
- Shows what lifestyles, behaviors, and interests (ex. "Own a Blackberry" or "Watching sports on TV") correspond to other lifestyles.
- Use this book to:
- Develop new products or services based on related interests of your target market;
- Identify key market segments based on a lifestyle.
C. UNCG Demographics
UNCG Fact Book
- Provides descriptions and data on the faculty, staff, and students.
- Includes gender, age, and race/Hispanic data
Student Data Profile
- Allows you to make custom reports covering one or two demographic values.
- Housing, residency status, and other demographic values are also available.
Campus Surveys
- View student ratings on campus services.
- Survey results can be broken down by sex, race, etc.
Consumer spending on campus?
- This info is not made public.
- Consider trying to interview managers from the campus stores, food courts, etc. to learn about this.
- FYI, Aramark runs UNCG's food services.
- The bookstore is operated by Barnes & Noble, but its profits go to scholarships.
