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Media, Marketing and Communication (04:192:410): Market Research

An outline of library and information resources for this course, including both general guidance on using the Rutgers Library and resources relevant to conducting secondary market research to gain both consumer and general audience insights.

How to Use Mintel in Your Research

The U.S. Census

The mother of all sources on U.S. population and demographic data is the U.S. Census Bureau. For the latest available information, start with You have two options to start your search on the landing page: a free-form single search bar or an advanced search filtering experience. Includes breakdowns for the following categories:

Economic Census Data

Done every five years by the Census Bureau, the Economic Census provides comprehensive and detailed statistics on employer businesses and serves as the benchmark for nearly every business survey conducted by the Census Bureau. It was last done in 2017 and statistics will continue to roll out throughout 2020.

Market Research

The following resources are helpful for broad research across an industry or market.

Demographic Databases

The following Rutgers databases are also useful in data-driven marketing. They provide information about consumer demographics and habits and data and statistics for particular regions, industries and businesses.

  • Data Citation Index - data studies and sets from over 200 data repositories worldwide. The data sets are connected to scientific literature published in journals, books and conference proceedings.


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