Find articles, data, or books at USA

Request articles or books not owned by USA

Access course reserves

Utilize learning tools

Get research assistance

Check your library account

How do I ….?

Learn more about Library Services

MKT 336: International Marketing: Demographics/Target Market
Secondary/Data Sources

This assignment guide was created to assist students in locating secondary/data sources for course related international marketing group projects.

The fundamental objective of the project is to develop a thorough understanding of the opportunities and challenges involved in developing and marketing products and services for global markets.

The guide focuses on suggested strategies and best places to begin research efforts. For information & assistance in using any of the sources, please contact library staff:

• In person, at the MCOB Library Service Desk
• By phone @ 251-414-8067
• By email @ dlharrington@usouthal.edu

For specialized assistance, please contact the Business Reference Librarian to set up a consultation appointment:

• By phone @ 251-460-7998
• By email @ dlharrington@usouthal.edu

---

Country Analysis	Competitive Analysis/Industry	Marketing Plan/4 P's
Brand/Product	Demographics/Target Market	Citation Style Guides

---

International Demographic Sources:

Britannica World Data Analyst
"Combining detailed statistics with powerful tools for analysis and display, this resource features a unique collection of in-depth information about the countries of the world and allows you to create interesting and information comparative charts and tables."

International Data Base (IDB)- The International Data Base (IDB) offers a variety of demographic indicators for 224 countries and areas of the world. The IDB has provided access to demographic data for over 25 years to governments, academics, other organizations, and the public. It is funded by organizations that sponsor the research of the Census Bureau's International Programs Center.

Lexis Nexis Statistical
An index to 100,000+ statistical publications and web sites collected by the U.S. Government.

Organization for Economic Co-operation and Development: Demography & Population

World Almanac and Book of Facts
MCOB Reference AY 67 .N5 W7 (latest year only)
Univ. Lib. Reference AY 67 .N5 W7 (1939-current)

World Bank Group
Choose Data & Research from the top menu bar.

World Factbook (Central Intelligence Agency) - The CIA provides users with an excellent concise country overview (map, introduction, geography, people, government, economy, communications, transportation, military, and transnational issues).

United Nations Statistics Division: Demographic & Social Statistics

Demographics Yearbook (United Nations)
Univ. Lib. Reference HA 17 .D45 [annual]

Back To Top

---

Target Market Sources:

Best Customers: Demographics of Consumer Demand (New Strategist)
MCOB Reference HC 79 .C6 R87
[US Data]

Data for each product/service includes: average spending, indexed spending, market share of spending by age, household income, household type, race, region of residence, and educational attainment. Each table is accompanied by text identifying the best and biggest customers, analyzing spending patterns, describing spending trends for the product/service over the past few years and predicting future trends based on the nation's changing demographics.

Business Source Premier (EBSCO)
[US Data] + [International Data]

Click on advanced-search at the top and try the various searches listed below:

1. In the first search-box enter your company name and use the pull-down menu to select 'company/entity'. In the second search-box, enter the product or brand name.
2. In the first search-box, enter the product or brand name as a keyword. In the second search-box, enter consumers and use the pull-down menu to select 'subject'.
3. In the first search-box, enter American Demographics and use the pull-down menu to select 'publication title'. In the second search-box, enter the product or brand name or demographic group. Remember to think of synonyms for various products (ex. Carbonated beverages, soda, coke, Coca-Cola, Pepsi, etc.)
   
   American Demographics is also on the web.

Consumer Eastern Europe (Euromonitor)
MCOB Reference HC 244 .Z9 C6138
[International Data]

"In addition to comprehensive market size statistics, Consumer Eastern Europe also provides you with an expert overview of this fast- changing region. Country-by-country profiles examine important marketing parameters, including demographics, economic indicators, advertising and media access, consumer expenditure and retail distribution. Country coverage includes Bulgaria, Czech Republic, Hungary, Poland, Romania, Russia, Slovakia and the Ukraine."

Consumer Expenditure Survey (Bureau of Labor Statistics) [US Data]
"Consists of two surveys collected for the Bureau of Labor Statistics by the Census Bureau the quarterly Interview survey and the Diary survey that provide information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics."

Consumer International (Euromonitor)
MCOB Reference HC 79 .C6 C636
[International Data]

"Provides an overview of 27 non-European consumer markets.  It provides volume and value market size data for hundreds of consumer products, such as clothing and footwear, over-the-counter healthcare and consumer electronics.  Presented in fully comparable statistical tables this book allows you to analyse market data and trends across countries, products and over a six year time period."

European Marketing Data & Statistics (Euromonitor)
MCOB Reference HA 1107 .E87
[International Data]

"Compendium of statistical information on the countries of Western and Eastern Europe. The data coverage includes a considerable number of long-term trends (dating back to 1998 as available), which permits the analysis of socioeconomic trends over a longer time span as a basis for forecasting. In addition to major European countries, you'll find information on smaller European nations and principalities."

International Marketing Data & Statistics (Euromonitor)
MCOB Reference HA 42 .I56
[International Data]

"This companion volume to Euromonitor's European Marketing Data and Statistics contains statistical coverage for all countries around the world outside Europe. Provides data on business and marketing parameters, including education, consumer expenditure and population trends and forecasts."

The Official Guide to Household Spending: the Number One Guide to Who Spends How Much on What (New Strategist)
MCOB Reference HC 110 .C6 T72
[US Data]

This source is based on the Consumer Expenditure Survey conducted each year by the Bureau of the Census. Within major spending categories such as food and alcoholic beverages, or shelter and utilities, data are presented in groupings by age, income, household type and size; then broken down into entries such as bakery products, nonalcoholic beverages, or food away from home. Tables show average expenditures, indexed expenditures, aggregate expenditures, and market percentages.

Who's Buying Series ... (New Strategist Publications)
[US Data]

Alcoholic & nonalcoholic beverages	MCOB Reference HD 9348 .U5 W46
Apparel	MCOB Reference HD 9940 .U6 W46
By Age	MCOB Reference HF 5415.33 .U6 W45
Entertainment	MCOB Reference GV 53 .W46
Groceries	MCOB Reference HD 9321.4 .W46
Healthcare	MCOB Reference RA 410.53 .W46
Information Products & Services	MCOB Reference HE 7601 .W46
Pets	MCOB Reference SF 414.7 .W46
Restaurants & Carry-outs	MCOB Reference TX 945 .W46
Transportation	MCOB Reference HD 9710 .U52 W54
Travel	MCOB Reference G 155 .U6 W46

Each report in this series provides: household spending trends for 5 years across a number of demographic characteristics, household spending for specific types of products/services, and a ranking list. For each product/service: best customers are identified, customer trends are given, and average household spending is provided across a number of demographic variables.    

Once the product/service has been selected, refer to the company's website which should provide quite a lot of information regarding the product, target market, and financial data. Competitor websites should also be examined to determine competitive action, product features/benefits, and industry changes.

Who Buys What: [identifying international spending patterns by lifestyle groups] (Euromonitor)
 MCOB Reference HF 5415.32 .W56 2006
[International Data]

"Provides vital data on consumer purchasing behaviour by analysing markets and countries on the basis of lifestyle consumer groups. It provides an insight into how age, life stage, education and gender affect consumer product purchasing in different countries."

World Consumer Lifestyles Databook: Key Trends (Euromonitor)
 MCOB Reference HF 5415.33 .U6 L54 2005
[International Data]

"A statistical book focusing on people rather than products, this publication captures population segments, lifestyle indicators, and socio-economic parameters for 71 countries. Examples of data include: crime and medical statistics, population for major cities, number of children per household, marital status, migration numbers, household dwelling types, number of pets per household and more. Data is displayed in tabular format and coverage spans 11 years."

Back To Top

 

Last Updated: 1/13/09 DLH