1. MKT 335 INDUSTRY INFORMATION ASSIGNMENT Susan Hurst Business Librarian

2. OVERVIEW  1) Census Data  2) Syndicated Data –  Mediamark  Lifestyle Market Analyst  3) Marketline

3. CENSUS DATA  Economic Census – Once every 5 years.  Industry data only – No individual companies.  Use NAICS codes – North American Industry Classification System.  Replaces SIC – Standard Industrial Classification.

4. CENSUS DATA (cont.)  NAICS codes – 6 digits, more specific and up-to-date.  SIC codes still used, need to know also.  Locate codes at Census website or in handbooks (See the Library Handout in your course packet).  http://www.census.gov/ http://www.census.gov/

5. CENSUS SITE REVIEW  Click on the Industry Series Link on the Economic Census page.  Choose an Industry Series Report  Estimates for Variables are found in Table 1 in each Report, also note the NAICS code  Go back to the Economic Census homepage & click on the NAICS link in left sidebar, go to the 2002 NAICS link.  Put in your 6 digit NAICS code to get the industry definition & corresponding SIC code.

6. SYNDICATED DATA  Lifestyle Market Analyst & Mediamark  Mediamark – Consumer survey results, tells who buys what products. Includes details on consumer demographics and media exposure  Data collected with the purpose of being sold  Lifestyle Market Analyst has consumer lifestyle profiles, also includes demographic & geographic information

7. Mediamark  To use this database you must register or use my email & password – see Handout in your course packet for details on how to log-in and search the database.  Methodology is available from “News” link on Mediamark home page or User Guide linked on E-reserves.  MRI + (Mediamark) (Linked under Marketing in Research by Subject on the Libraries homepage http://www.lib.muohio.edu/) MRI + (Mediamark)http://www.lib.muohio.edu MRI + (Mediamark)http://www.lib.muohio.edu

8. Lifestyle Market Analyst  Selected sections online on E-reserves  Entire book available at King Library in the Ready Ref section HF 5415.32.L554  See Handout in Course Packet for list of Profiles available on E-reserves  Methodology also online on E-reserves E-reserves

9. Marketline (formerly Datamonitor)  Company and Industry Reports Database  More than 2,000 industry reports for US & internationally  Includes market share, market value, forecasts, competitors, etc.  Methodology linked on E-reserves  Database linked under Research by Subject on library home page under Marketing http://www.lib.muohio.edu/ http://www.lib.muohio.edu/http://www.lib.muohio.edu/

10. WRAP-UP  Census Data – Do all online at Census website http://www.census.gov/ http://www.census.gov/  Mediamark - database linked from library homepage, under Research by Subject, Marketing http://www.lib.muohio.edu/ (see handout in your course packet for details on logging-in) http://www.lib.muohio.edu/

11. WRAP-UP (cont.)  Lifestyle Market Analyst – selected lifestyle profiles linked on E-RESERVES (methodology linked there too)  Marketline - database linked from library homepage, under Research by Subject, Marketing http://www.lib.muohio.edu/ (Methodology linked on E-RESERVES http://www.lib.muohio.edu/http://www.lib.muohio.edu/

12. CONTACT INFORMATION Susan Hurst 202 King Library 529-4144 hurstsj@muohio.edu