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MRKT 596 Marketing Research & Design Methods

Guide to library and other resources for marketing research class

Marketing Resources / OSU Libraries

These databases may be of particular use to Marketing researchers.

Demographic Data: American FactFinder and More!

US Census Bureau Fact Finder

The U.S. Census Bureau is the primary resource for U.S. demographic data (United States, Puerto Rico and the Island Areas), and the primary tool for accessing it is American FactFinder. It is fairly easy to use, and convenient since it includes data from several censuses and surveys including:

  • The American Community Survey
  • The American Housing Survey
  • three Annual Economic Surveys
    • Annual Survey of Manufactures  
    • Business Patterns  
    • Nonemployer Statistics  
  • The Decennial Census (every 10 years) (age, sex, race, housing units and more)
  • The Economic Census (every 5 years)
  • The Population Estimates Program

See the training guide for American FactFinder AFF

Other data and resources
  • Information about towns in Oregon (including Portland) in the Oregon Rural Explorer
  • Income data from the Current Population Survey
  • Consumer Spending data from Consumer Expenditures Surveys
  • StateMaster compares statistics between different states in the US -- for example you can compare the percentage of toothless Americans over 65 years of age in every state.
  • The online mapping database SimplyAnalytics enables users to develop interactive thematic maps and reports using thousands of demographic, business, and marketing data variables. Recently added Health questions. (Limited to OSU users only. Free registration is recommended but not required.)
  • A new portal site that includes a lot of added functionality is StatsAmerica. Billed as "Your one-stop destination for economic development data sites and tools" it includes data profiles and maps.Very easy to use.


What is NAICS? The North American Industry Classification System or NAICS is a federal classification system used by Canada, Mexico, and the United States to classify business establishments for the purpose of collecting, analyzing, and publishing statistical data relating to the business economy.

Read more about NAICS at the U.S. Census Bureau website. You can also find simple NAICS Indentification Tools on the NAICS website.

You can use the NAICS code to find distributors and manufacturers:  If the NAICS code begins with a 3 or 4 you can find more information (top manufacturers, states where they are located, etc) in the volume of three e-books titled Manufacturing & Distribution U.S.A. which can be found online.

Survey Software: Qualtrics

Qualtrics login page:

OSU provides a campus-wide license for the Qualtrics survey system that is available to all faculty, staff and students. Qualtrics is an industry leading web-based survey system that offers a robust capability for building and distributing surveys and supports sophisticated data analysis tools.

OSU Libraries frequently offers workshops in beginning and advanced Qualtrics--check the Graduate and Faculty Workshops schedule to sign up, at

Marketing eBooks

International Marketing Data and Statistics and European Marketing Data and Statistics  are statistical yearbooks containing comparable business and marketing information.  The subjects covered range from banking and finance, consumer market sizes and foreign trade to cultural and economic indicators. It serves as an ideal base for building country profiles, strategic planning and international market analysis. At a glance, you can compare population size by age, length of the average working week, consumer expenditure on hotels by month and much more. The international edition includes the United States.

AMA Citation Guide

AMA Reference Style List (PDF)