ENT/BUS 206: Campus Entrepreneur: Market Research
UNCG Demographics- Demographics (in general)
- Market Research by Age Groups
- NAICS (industry codes)
- Industry Analysis
Related research guides:
Retail Industy
Consumer Spending
Business Librarian: Steve Cramer
smcramer@uncg.edu
336-256-0346
AIM & Google Talk: stevebizlib
Text me: send a message to 265010 & start the message with stevebizlib.
Workshop preview (.pptx)
A. UNCG Demographics
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.
UNCG Fact Book
- Provides descriptions and data on the faculty, staff, and students.
- Includes gender, age, and race/Hispanic data
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 published.
- Consider interviewing managers from the campus stores, food courts, etc. to learn about this.
- Chartwells (part of Compass Group North America) runs UNCG's food services.
- The bookstore is operated by Barnes & Noble, but its profits go to scholarships.
B. Demographics (in general)
U.S. Census
- 2000 head count data (actual numbers).
- 2005-07 American Community Survey data (sampling).
- Currently only covers cities/towns/places over 20,000 in population.
DemographicsNow
- A library database.
- Covers demographics, business establishments, and consumer spending.
- Provides profiles (including consumer spending data) of census block groups, census tracks, zip codes, cities, and counties.
- Use Census Reference Maps (or SimplyMap) to identify block groups or census tracks.
- Multiple places can be selected and compared.
- Provides charts and graphs.
- Download data to Excel, PDF, or Word
SimplyMap (10 concurrent UNCG users)
A powerful mapping database for demographic and specialized marketing data, down to the census block group level. - Also creates tables.
- Each user accesses SimplyMap through a "personal workspace"; you will need to create an account the first time you use the database; workspaces can be shared.
- Includes Mediamark Research (MRI) data, covering usage and consumption for thousands of products, including actual brand data, details of frequency of usage, and more.
- Video introduction
- Steve or Lynda Kellam can help with it -- just ask.
Demographics USA, County Edition
Reference HF5438 .S870 2008
- A good, general source, with an emphasis on retail sales data.
- This book provides rankings by region, state, and MSA; demographics by county; retail sales by store groups and merchandise lines; 5-year projections; consumer buying power by county; and establishment and employment data by county.
Demographics USA, Zip Edition
Reference HF5438 .S880 2005
- Zip code-level data.
- Includes six sections: 1. Geographic correspondence; 2. Sectional center summaries (3-digit zip codes); 3. State and regional summaries; 4. Basic demographics, zip level; 5. Detailed demographics, zip level (includes consumer expenditures); 6. Business characteristics, zip level.
C. Market Research by 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 and Behavior of Males 18-24
- Attitudes of Women Aged 18-34
- Young Adults and Travel
- Convenience Stores
- etc.
Business Source Premier
- Find articles about marketing to a campus market.
- Example searches:
- (college students OR generation y) AND travel
- (college students OR generation y) AND (travel OR tourism)
- compter AND retail* AND market*
Household Spending: Who Spends How Much on What
Reference HC110.C6 A670 2008
- 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. 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.
Lifestyle Market Analyst
Reference HF5415.33.U6 L54 2008
- 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.
D. NAICS: North American Industrial Classification System
- NAICS homepage
- Pronounced "nakes," NAICS codes are numbers that classify industries (i.e. business activities, like types of manufacturing, retail, and services).
- NAICS codes are hierarchical -- the longer the number, the more detailed the industry. NAICS codes are up to six digits long.
- NAICS is the modern version of the old SIC structure.
Examples of NAICS codes:
51 Information
513 Broadcasting and telecommunications
5133 Telecommunications
51332 Wireless telecommunications carriers (except satellite)
513322 Cell phones and cell phone service
Finding an industry' NAICS number (search for the industry name):
E. Industry Analysis
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.
Dun & Bradstreet Key Business Ratios
- Provides 14 financial ratios for 800 products and services, arranged by SIC code.
- Use this to learn the typical financial ratios (ex. return on sales) in your industry.
- More choices for ratios
More tools for studying industries
