ASU Libraries: Consumers, Polls, and Market Data

Marketing Resources Consumers, Polls, and Market Data

For consumer and market information arranged by city, please consult the CITIES Subject Guide (http://www.asu.edu/lib/hayden/ref/busi/cities.html). Only standard marketing works and well-known opinion polls have been included in this bibliography. If you do not find what you need in this list, try the Demographic, Economic and Statistical Information.

American Public Opinion Index. Boston: Opinion Research Service, 1981- . Annual. (ASU owns 1981- .)
Arranged by subject, then by specific question, this index is very helpful for isolating a specific bit of information from a public opinion survey. To interpret the citation, use the instructions in the front of the book. The actual surveys are all on microfiche in the MF (Microforms) section on the Lower Level.
Business Rankings Annual. Detroit, MI: Gale Research, 1989-. Annual. (ASU owns 1989- . Latest year in Reference; earlier years in Journals.)
European Business Rankings Annual. Detroit, MI: Gale Research, 1992- . (ASU owns 1992.)
Excellent indexes to published rankings of all sorts, useful for identifying target markets. Listings include, for example, "Top 10 business schools," "Top hotels and resorts," "Top hospital management companies," "Top employment agencies," "Top ten markets for tequila," "Nation's biggest apparel markets," and so on. Subjects are often subdivided by states or countries: e.g., "Public Companies--Arizona." The 1999 edition of the Business Rankings has a cumulative index for all the previous editions.
Atlas of Contemporary America: Portrait of a Nation. New York: Facts on File, 1994.
Atlas of the American Economy: an Illustrated Guide to Industries and Trends. Washington, DC: Congressional Quarterly, 1994.
Commercial Atlas & Marketing Guide. Chicago: Rand McNally, 1876- . Annual. (ASU owns 1979- . Latest year in Reference; earlier years in Science Map Coll.)
Weiss, Michael J. Latitudes & Attitudes: An Atlas of American Tastes,Trends, Politics, and Passions From Abilene, Texas, to Zanesville, Ohio.New York : Brown, Little, & Co, 1994.
These sources are primarily statistics in the form of maps, charts, and graphs. They show clearly the geographic spread of the marketing and demographic statistics included. Very useful marketing tools for those who prefer visual presentations of statistics.
Consumer Eastern Europe. London: Euromonitor, 1992- . Annual. (ASU owns 1994.)
Consumer Europe. [London]: Euromonitor, 1976- . Annual. (ASU owns 1982, 1991, 1997.)
Consumer International. London: Euromonitor, 1995. Annual. (ASU owns 1995.)
Consumer Japan. London: Euromonitor, n.d. (ASU owns 1990, 1993.)
Consumer Mexico. London: Euromonitor, 1996- . Annual. (ASU owns 1996.)
Consumer USA. London: Euromonitor, 1988- . Irregular. (ASU owns 1992.)
These sources cover the European countries, United States, and Japan providing 5 years of historical statistics with yearly projections for 5 years on products and consumers. The last segment of each product group also provides a list of sources for the statistics. One of the more useful sections is the one on the Consumer Markets. This section includes the total market by type of products with brand usage or shares. Lists of major consumer goods companies and wholesalers and distributors are included. There are also nice guides to the business information sources of the countries in the back.
Direct Marketing Association's Statistical Factbook. New York: Direct Marketing Association, 1993- . (ASU owns 1993- . Latest edition in Reference; earlier editions in Journals.)
Analyzing not only the consumers and their attiudes towards direct marketing, it also includes analysis of the direct marketing industry. Industry segments are each analyzed separately.
European Advertising, Marketing and Media Data, 1989/90: A Directory and Sourcebook. London: Euromonitor, 1989- . (ASU owns 1989, 1992. Latest edition in Reference; earlier editions in Journals.)
Asian Advertising, Marketing and Media Data, 1994: A Directory and Sourcebook. London: Euromonitor, 1994- . (ASU owns 1994.)
These are both a directory of advertising and marketing agencies and an excellent source of marketing and advertising statistics arranged alphabetically for 16 of the European countries and 13 Asian Countries. Some of the statistics covered are economic, demographic, advertising expenditure patterns, media availability, and market size.
European Compendium of Marketing Information. London: Euromonitor, 1996.
This arranges much of the Euromonitor data found in the works listed in this section by industry rather than by country.
European Marketing Data and Statistics. London: Euromonitor, 1962- . Annual. (ASU owns 1968- . Latest year in Reference; earlier years in Journals.)
International Marketing Data and Statistics. London: Euromonitor, 1975/76- . Annual. (ASU owns 1975/76-77,1981- . Latest year in Reference; earlier years in Journals.)
Similar in the statistics covered in European and Asian Advertising, Marketing and Media Data, the first volume listed does the statistics for Europe as a whole and the other volume covers all other countries exept Europe and the former USSR. Within the tables, the countries are grouped by the dominant trade association: EC, EFTA, CMEA (eastern Europe and the former USSR), and others. There is also a section that provides a summary and map of each country as a market. Some of the key statistical sections included are demographics, cultural and economic indicators, finance, labor, resources, energy, defense, environment, consumer expenditures, retailing, advertising, media, markets, transportation, communications, and tourism.
Gallup Poll. Wilmington, DE: Scholarly Resources, 1935- . Annual. (ASU owns 1935- .)
This is a cumulative list of the questions and statistical analysis of the answers given to the polls conducted by Gallup Poll. These are often quoted in newspapers and magazines.
Gallup Poll Monthly. Princeton, NJ: Gallup Poll, 1965- . Monthly. (ASU owns 1965- .)
The surveys included in this have large tables and graphs with verbal analysis provided. An excellent source to explain the numbers that relate to important social issues and attitudes in the United States. Some topics are found more easily using the web version.
Harris Poll. New York: Louis Harris and Associates, 1979- . (ASU owns 1979- .)
This is the paper edition of the polls heard and read about in the news. These polls are taken to find out the opinions of the people of the United States.
Harris Poll Online. Harris/Excite Poll. New York: Harris Interactive and Excite, 1998- .
Similar to the polls done for the print and broadcast media, this is the Internet polls conducted by the well-known Harris Poll for the Excite.com users. The bias to all of these polls are that the survey takers are all using Excite and have Internet access. These polls are not indicative of the opinion of the population generally.
Index to International Public Opinion. Westport, CT: Greenwood, 1978/79- . Annual. (ASU owns 1978/79- .)
The largest section of the index is arranged by topic, country, and then date of the survey. The statistics are included along with the question asked and the polling agency for the survey. The multinational surveys are grouped by region first, then by the survey question. In the world survey section, questions are the only arrangement. Using the Table of Contents and the indexes in the back is more efficient than using only one of these aids.
International Council of Shopping Centers Research. International Council of Shoping Centers, 2000.
This association collects data on how well shopping centers are doing. The brief summaries and statistics are included for U.S. and Canadian malls, department stores, and outlets. The White Papers cover such topics as e- commerce, retail consolidation, holiday shopping season reviews, and annual reviews of mall sales. A searchable database of legal cases and issues relating to shopping centers is also available. The EconStats section covers economic statistics and retail statistics by country. The Library provides a list of most frequently requested sources and two dictionaries of terms related to shopping centers. Research Express is a new feature that highlights recent topics of interest. There are items on this site that do require being a member or paying a fee.
Lifestyle Market Analyst. Wilmette, IL: Standard Rate and Data Service, 1989- . Annual. (ASU owns 1991- . Latest year in Reference; earlier years in Journals.)
An extremely valuable tool that has a concise summary of the demographic profiles of each of the 209 markets, known as ADIs (Areas of Dominant Influence), included. The introductory section includes an explanation of ADIs, an index of ADIs ranked by ADI TV households, population information, a glossary of terms, and definition/explanations of the terms used for the lifestyles. Arranged by major city, the tables provide the demographics (occupation, income, education level, age, type of household, etc.) on one page and the lifestyle/recreational activities on the facing page. All criteria are given with total number, percentage and U.S. index figure. There is a national section arranged by demographic/consumer segments and one by lifestyle. Each of these has an alphabetic list of the ADIs. The last section of the book is list of consumer magazines and direct mail lists for each of the lifestyles.
Market Share Reporter. Detroit, MI: Gale Research, 1991-. Annual. (ASU owns 1991, 1994, 1996-. Latest edition in Reference; earlier editions in Journals.)
World Market Share Reporter. Detroit, MI: Gale Research, 1995-. Biennial. (ASU owns 1995-.)
Now, instead of combing through the indexes trying to locate an article that might give market share information, there are these books that not only give those citations, but also include the statistics! The information is arranged by SIC codes with indexes for sources, place names, products and services, and companies in the back.
Mediamark Reporter. NY: Mediamark Research, Inc., 1995- . (ASU owns 1995-1998.)
This electronic database is similar to the Simmon's Study of Media and Markets. It is compiled from the results of a national survey. It reports, in spreadsheet format, the demographics and purchases of products and services. Reports can be retrieved in a standard format or customized.
Nielsen's National Television Index (The Pocketpiece). New York: Nielsen Media Research, 1982- . (ASU owns May issues only, 1984- . Current year in Reserve; older years in Journals.)
Nielsen's Report on Television. New York: Nielsen Media Research, 1979- . (ASU owns 1979- .)
Nielsen's Station Index. New York: Nielsen Media Research, 1982- . (ASU owns 1990-. Current year in Reserve; older years in Journals.)
Viewers in Profile. New York: Nielsen Media Research, 1982- . (ASU owns May issues only, 1991- . Current year in Reserve; older years in Journals.)
University Libraries have only the May issues of these reports for up to 50 metroplitan areas. ASU has not always received the same metropolitan areas every year. The Nielsen titles listed above are also not available for many of the years. For more ratings of TV shows go to Zap2it.com TV's Nielsen's TV News Ratings
Pew Research Center for the People and the Press. Washington, D.C.: Pew Research Center for the People and the Press, n.d.
This is a non-profit organization that does opinion polls. It is particularly strong in tracking U.S. public opinion of current news events, economics, and politics.
Polling Report. PollingReport.com. Washington, D.C. : Polling Report, 1999.
Professing to be an independent, nonpartisan resource on American public opinion. The recommended way to get to your area of interest quickly, is to use the CONTENTS outline to find your topic. The BUSINESS grouping is very good for general economic conditions and how people are reacting to it.
Progressive Grocer's Marketing Guidebook. Wilton, CT : TradeDimensions, c1967- . (ASU owns 1970- . Latest edition in Reference; earlier editions in Journals)
The primary focus of this work is a directory of the grocers and distributers in each market with a summary of market share by chain and the local demographics. The most useful item, though, is the overview of the grocery industry included in the front of the book. This overview profiles the consumers and the buying trends. Also included is information on supermarkets and convenience stores.
Public Agenda Online. New York: Public Agenda, 1997- .
Another non-profit organization dedicated to gathering and disseminating the opinions of the public in the United States. A more thorough site in explaining the issues, background and related news along with the polling results and explanations. Charts and graphs are also included.
Waldrop, Judith. Season's of Business: The Marketer's Guide to Consumer Behavior. Ithaca, NY: American Demographics, 1992.
This work has an unusual arrangement. It is arranged by marketing season, then by month. The marketing seasons do generally follow the weather, an important factor in convincing consumers to buy. A very interesting book that provides a seasonal look at consumers.
Study of Media and Markets. New York: Simmons Market Research Bureau, 1979- . Annual. (ASU owns print editions: 1979-1994, electronic editions: 1995- . 1995- in Reference; 1979-1994 in Journals.)
Annual market survey containing vast amounts of detailed data on consumption of many products by different demographic groups. Also includes demographic data and other types of statistics. The electronic versions contains the same information as the print editions, but requires MS Excel to display the requested data. The electronic version allows some statistical analysis not available in a printed version. The print editions are 40+ volumes are divided into two major categories: "P" volumes have the data arranged by products and the "M" volumes have the data arranged by media or demographic groups. Instructions for the electronic version

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