MKT 335

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MKT 335

• INDUSTRY INFORMATION
• ASSIGNMENT
• Susan Hurst
• Business Librarian

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OVERVIEW

• 1) Census Data
• 2) Marketline (Datamonitor)
• 3) Syndicated Data
• Lifestyle Market Analyst
• Mediamark

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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.

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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/

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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.

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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/

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SYNDICATED DATA

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

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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

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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/)

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WRAP-UP

• Census Data Do all online at Census website
  http//www.census.gov/
• Marketline (Datamonitor)- database linked from
  library homepage, under Research by Subject,
  Marketing http//www.lib.muohio.edu/ (Methodology
  linked on E-RESERVES)

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WRAP-UP (cont.)

• Lifestyle Market Analyst selected lifestyle
  profiles linked on E-RESERVES (methodology linked
  there too)
• 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)

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CONTACT INFORMATION

• Susan Hurst
• 202 King Library
• 529-4144
• hurstsj_at_muohio.edu