LibGuides: Marketing: Industry Information

NAICS Classification System Explained

Industrial Classification Systems Explanation

NAICS - North American Industrial Classification System

Databases

ABI/INFORM Collection This link opens in a new window
Combined access to all three ABI/INFORM business databases: ABI/INFORM Global, ABI/INFORM Trade and Industry, and ABI/INFORM Dateline.

Includes thousands of full-text journals, dissertations, working papers, and key newspapers such as The Wall Street Journal and The Financial Times, as well as country-and industry-focused reports and data. Featured content includes: Business Monitor International (BMI) Industry Reports; Economist Intelligence Unit (EIU) Country Data, Country Finance & Forecast Reports, and ViewsWire; First Research industry reports; Just-Series Market Research Reports; Oxford Analytica Daily Brief Service and Country Profiles; Oxford Economic Country Briefings; Social Sciences Research Network (SSRN) Working Papers; and over 5,000 business case studies from Ivey, Thunderbird, Idea Group, and Darden.
ACSI: American Customer Satisfaction Index This link opens in a new window
National cross-industry measure of customer satisfaction in the United States. Measures the satisfaction of U.S. household consumers with products and services offered by firms with significant share in U.S. markets.
American Consumer Culture This link opens in a new window
This collection of primary sources documents twentieth-century consumer culture in the United States, covering these key subjects: market research and its psychology; the process of advertising; and the actual goods manufactured and consumed.
Includes these collections, which can also be used separately:
- Market Research and American Business, 1935-1965. Contains market research reports of Ernest Dichter, the mid-twentieth century’s foremost consumer analyst and market research pioneer, especially Motivational Research. Includes chronologies, ad images, and marketing reports for various industries, covering as late as 1989.
- J. Walter Thompson: Advertising America. Corporate record of the history of modern advertising. Brands include Kraft, Kodak, Oscar Mayer, and Pan Am. Documents the history, operation, policies and accomplishments of one of the world's largest and oldest advertising firms. The papers here reveal many aspects of twentieth-century cultural, social, business, marketing, consumer and economic history while investigating the human psyche.
- Trade Catalogues and the American Home. Illustrated primary source documents portraying commercial tastes, consumer trends, domestic consumerism, and life and leisure in America, 1850-1950.
Tips for using this collection are available in the Adam Matthew Digital Help Centre.
BCC Research This link opens in a new window
Market research reports and market forecasting in advanced materials, biotechnology, chemicals, energy, healthcare, sensors, plastics, nanotechnology, and other emerging technologies. Includes the podcast "You Should Know This."
Business Abstracts with Full Text This link opens in a new window
1982-present. Accounting, banking, communications, economics, finance, regulations, insurance, investments, marketing, oil & gas, personnel, retail trade, small business, taxation, specific businesses, specific industries, specific trades.
Business Insights: Global This link opens in a new window
Company profiles, brand information, rankings, investment reports, company histories, chronologies and periodicals, case studies, country profiles, statistical data, market research reports, news articles, academic journals and reference materials organized by country, company and industry.

Includes the content of Ward's Business Directories, Market Share Reporter, International Directory of Company Histories, American Wholesalers and Distributors Directory, Brands and Their Companies, Business Rankings Annual, Consultants and Consulting Organizations Directory, Encyclopedia of Global Industries, Encyclopedia of Emerging Industries, Encyclopedia of American Industries, Graham and Whiteside Major Company Series, and other reference works.

Search this database using a company name, ticker symbol, industry code or description, geographic location or personal name.
Business Source Complete This link opens in a new window
1886-present. Case studies, company profiles, conference proceedings, country reports, financial data, industry reports, investment research reports, market research reports, monographs, SWOT analyses, trade journals. All aspects of business.

Due to license restrictions, access to the 500 most popular articles from Harvard Business Review is read-only--no printing, downloading, or direct linking to these 500 articles is permitted. All other HBR articles are fully accessible to all current U-M students, faculty, and staff with no such restrictions.

Use Policy: When using material from this database in reports and presentations, vendor contract requirements dictate that you must include the phrase, "Used with permission of EBSCO Business Source Complete."
Cheetah This link opens in a new window
Electronic version of standard CCH looseleaf services covering tax, securities, banking, and trade law. Includes the CCH Federal Tax Service, IRS letter rulings, state tax reporters, Federal Securities Law Reporter, the Trade Regulation Reporter, the Government Contracts Reporter, current news, and more.

Patrons may use this resource for academic, scholarly, or educational purposes only.
eMarketer This link opens in a new window
Market research information about the Internet, e-business, online marketing, and emerging technologies. Please log out when finished; failing to log out may prevent others from using this database.

Aggregated from over 1,700 sources. Includes analyst reports, daily research articles, and e-business and online.
• Help guide (pdf)
• Video tutorial
EMIS Emerging Markets This link opens in a new window
Provides full text news, reports, and financial information for emerging markets in Asia, Europe, and Latin America. Includes merger and acquisitions deals, data, and analytic tools for company and industry comparisons. Users can create a login to save personal settings.
Global Road Warrior This link opens in a new window
"Country Culture" database containing 126 information modules of structured content for 175 countries.
IBISWorld This link opens in a new window
Industry research across an extensive range of industries.
Note: Downloads are limited to 30 reports per session.

IBISWorld is a database that has industry research across an extensive range of industries. Reports include main industry activities, key statistics and ratios, SWOT analysis, key external drivers, industry performance and outlook, competitive landscape, products & markets, major companies, supply chain influences, market share concentration, cost structure, key success factors, operating conditions, and trends. iExpert reports are brief executive summaries of broader reports. Risk Ratings reports highlight structural risk, growth risk, and sensitivity risk.

Technical notes: Downloads are limited to 30 reports per session. Exceeding this limit blocks access for the entire University. If you have a research need beyond this limit, please contact the Kresge Library in Ann Arbor at kresge_library@umich.edu.
Mergent Archives This link opens in a new window
Digital collection of historical Moody's, Hoover's, Dun & Bradstreet, and Mergent publications. Mergent WebReports merged into this database.

Digital collection of historical Moody's, Hoover's, Dun & Bradstreet, and Mergent publications. Coverage dates range from 1909-present, depending on the source. The collection includes:

Moody's/Mergent Corporate Manuals
Dun & Bradstreet's Key Business Ratios
Million Dollar Directory
Hoover's Handbooks
Historical International Company Annual Reports

Most publications are only available as a PDF download. These files can be quite large.
Mergent Intellect This link opens in a new window
Private and public U.S and international business data, industry news, facts and figures, executive contact information, and industry profiles. Includes information from Hoover's and Dun & Bradstreet.

Office of Industry Analysis - US Dept of Commerce (Trade)
Industry Analysis, an office of Manufacturing and Services within the International Trade Administration, provides information and analysis pertaining to issues affecting U.S. industry competitiveness to facilitate the establishment of sound policies that contribute to U.S. economic welfare.

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-Evaluates the potential effects of U.S government regulations and domestic policies on industries.

-Maximizes U.S. gains in trade negotiations and support the enforcement of U.S. trade laws.

-Provides trade and industry data to underpin the development of national economic policies

Passport This link opens in a new window
Extensive industry, demographic, consumer, and economic data for numerous countries worldwide.

Includes forecast data, market data for 330 consumer products in 49 countries, data on 100,000 brands, and full text market analysis reports.
ProQuest Statistical Insight This link opens in a new window
Indexes and abstracts statistical publications from foreign, US, and state governments, and businesses.

Indexes and abstracts federal statistical publications since 1974, business and state government publications since 1980, and international agency publications since 1983. Provides links to full text of 15% of federal publications. . Firefox and Internet Explorer recommended. Does not work with Safari.
Simmons Insights This link opens in a new window
Provides data on the demographic, psychographic, and media use characteristics of users of products, brands, and services.

Formerly known as Simmons OneView, this database provides data on the demographic, psychographic and media use characteristics of users of products, brands and services.
USA Trade Online This link opens in a new window
Trade information from the U.S. government. Export and import data for over 18,000 commodities.

Provides trade information produced by the U.S. government. Current and cumulative U.S. export and import data for over 18,000 export commodities and 24,000 import commodities. Export and import data is also available by port.
World Development Indicators This link opens in a new window
Provides economic, social and environmental indicators for 210 economies. From the World Bank.

The World Development Indicators (WDI) provides a comprehensive selection of economic, social and environmental indicators, drawing on data from the World Bank and more than 30 partner agencies. The database covers more than 900 indicators for 210 economies with data back to 1960. Specific series and countries/groups can be selected for specific year ranges, and data can be exported.

Industry Statistics

Passport This link opens in a new window
Extensive industry, demographic, consumer, and economic data for numerous countries worldwide.

Includes forecast data, market data for 330 consumer products in 49 countries, data on 100,000 brands, and full text market analysis reports.
Proquest Statistical Abstract of the United States This link opens in a new window
Statistics on the population, economy, and life in the United States.

The US Census Bureau published the Statistical Abstract of the United States from 1878-2012. The company ProQuest picked up the series beginning in 2013.
ProQuest Statistical Abstracts of the World This link opens in a new window
Online collection of statistical compendia from around the world.

These statistical abstracts are generally issued by the national statistical offices of foreign governments and contain country-level data not easily found elsewhere. The first release includes data from 29 countries; more will be added later. Global and regional statistical compendia issued by international organizations and research firms will also be included.
Simmons Insights This link opens in a new window
Provides data on the demographic, psychographic, and media use characteristics of users of products, brands, and services.

Formerly known as Simmons OneView, this database provides data on the demographic, psychographic and media use characteristics of users of products, brands and services.
Statista This link opens in a new window
Portal for current statistics from private and government sources on wide range of topics.

Ready-made statistical charts, graphs and tables on marketing, demographics, communication, technology, politics, health, leisure and public opinion polls. About 20 percent of the data in Statista comes from government sources like the World Bank and the U.S. Census. The rest comes from industry, marketing, and trade groups. The tables, charts and graphs can be downloaded as images or into Microsoft Powerpoint and Excel.
USA Trade Online This link opens in a new window
Trade information from the U.S. government. Export and import data for over 18,000 commodities.

Provides trade information produced by the U.S. government. Current and cumulative U.S. export and import data for over 18,000 export commodities and 24,000 import commodities. Export and import data is also available by port.

US Census Bureau - Economic Statistics
Links to 3 Census sites for economic stats:
- By Industry (Conducted every 5 years)
- Economic Indicators (monthly & quarterly)
- Others ("Other" includes monthly & annual stats for both Retail and Wholesale Trade and more)
U.S. Census - County Business Patterns
County Business Patters is an annual series that provides subnational economic data by industry. This series includes the number of establishments, employment during the week of March 12, first quarter payroll, and annual payroll.
US Bureau of Labor Statistics -- Stats by Industry
Industry data on this site identified using NAICS classification.
Over 100 industry pages are available. These pages display a "snapshot" of national data obtained from different BLS surveys and programs. The data shown are based on the NAICS supersector, sector, and industry level.
Also includes data on:
- Employment, Hours & Earnings
- Occupations
- Safety & Health
- Producer Price Index (PPI)
- Employment Cost Trends
- Labor Productivity & Costs
US Census - Industry Statistics Portal
Provides access to the Census Bureau programs that provide economic data for a user-selected industry.
Uses NAICS classification by industry.

Consumer Analysis

The objective of consumer analysis is to identify segments or groups within a population that have similar needs. Consumer analysis can help answer questions such as:

Who buys the product or service?
Where do these consumers live?
What income levels are in the market?
What is the age pattern in the market?

Answers to these questions help identify target markets for specific products or services and advertising efforts.

Develop a consumer:

Demographic Segmentation: includes age, gender, income, race, marital status, education, occupation, home ownership, number in the household and age of the home.
Psychographic Segmentation: looks at the values, activities, interests, and opinions of the population, what we often call lifestyle.
Behavioral Segmentation: Divides the market by observable behaviors such as usage, purchasing decisions, and brand loyalty.

American Time Use Survey (via US Dept of Labor)
The American Time Use Survey (ATUS) measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
Consumer Expenditure Survey (via Dept of Labor)
The consumer expenditure survey provides information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics. Provides current figures on Consumer Price Index and more.

Data Axle Reference Solutions (formerly ReferenceUSA) This link opens in a new window
Use the Consumer / Lifestyle database for market research, and to understand the buying habits of groups of consumers. Consumers are rated on purchase preferences across nineteen categories and several dozen sub-categories. Ratings are based of on frequency rates (how often purchases in a category are made) and volume (how much is spent in a given category). Data is compiled from multiple opt-in resources, and results are a blend of purchase preference information with household and census type data.
Pew Internet This link opens in a new window
Original research that explores the growth of the internet and its impact on children, families, communities, the workplace, schools, health care and civic/political life. Major reports have examined teens and technology, health online and libraries in a digital age.
Pew Global Attitudes Project This link opens in a new window
Original research that explores the growth of the internet and its impact on children, families, communities, the workplace, schools, health care and civic/political life. Major reports have examined teens and technology, health online and libraries in a digital age.
Pew Social & Demographic Trends This link opens in a new window
Studies behaviors and attitudes of Americans in key realms of their daily lives, using original survey research and analysis of government data. Major reports have examined the racial wealth gap, the Millennial Generation and marriage & family trends.
Simmons Insights This link opens in a new window
Provides data on the demographic, psychographic, and media use characteristics of users of products, brands, and services.

Formerly known as Simmons OneView, this database provides data on the demographic, psychographic and media use characteristics of users of products, brands and services.
SimplyAnalytics This link opens in a new window
SimplyMap is a web-based mapping application that allows you to create thematic maps and reports using demographic, business and marketing data. Data can be downloaded for use with other software such as Excel and GIS. Demographic, income, and expenditure data can be searched by state, county, zip code, and census tract. Available reports include summaries, comparisons, rankings, and maps.

Sources include: U.S. government sources such as the census, Department of Labor statistics, FBI, and National Climatic Data Center; Mediamark Research Inc (MRI) Consumer Survey, EASI Analytic Life Stages, EASI Health Care, Nielsen PRIZM Consumer Buying Power, Nielsen Retail Market Power; and Nielsen Financial CLOUT datasets.

Data can be downloaded for use with other software such as Excel and GIS.

SimplyMap requires users to log in to save their work and use it again later. Users who do not wish to create a personal account may log in as a guest
Statista This link opens in a new window
Find statistics on consumer behavior and attitudes from a variety of government and commercial sources.

Ready-made statistical charts, graphs and tables on marketing, demographics, communication, technology, politics, health, leisure and public opinion polls. About 20 percent of the data in Statista comes from government sources like the World Bank and the U.S. Census. The rest comes from industry, marketing, and trade groups. The tables, charts and graphs can be downloaded as images or into Microsoft Powerpoint and Excel.
SAGE Stats This link opens in a new window
Data series—or single data measures over time about U.S. geographies—across 17 high-interest research areas, as far back as 1980.

Sage Stats is a collection of data measures that span all 50 states and the District of Columbia. Local Stats is a collection of data measures that span all counties, cities, and metropolitan statistical areas. Dating back more than 20 years, each data series is displayed in a clear and consistent format with detailed source information. Topics covered include the economy, education, crime, government finance, health, population, religion, social welfare, and transportation.

Surveys of Consumers (via University of Michigan)
Maintained by University of Michigan, this web site contains numerous useful links to data and surveys on consumer sentiment, attitudes, behavior, spending, and expenditure.
Wages by Area & Location (via US Dept of Labor)
Wage and occupation data at national, regional, state, and metropolitan area levels from Bureau of Labor Statistics.