Marketing - AREC 315 - Agribusiness Economics and Management

Target customer planning research

Demographics - U.S. Small Business Administration (SBA)
Demographics are the characteristics of a human population. This information is often used by small business owners to conduct research into where opportunities exist within their market and in developing appropriate business and marketing strategies to target customers. Use the statistical resources on this page to help you find out more about the U.S. population and uncover information that can be used in your business research efforts.

MarketResearch.com Academic This link opens in a new window
Reports from several market research firms covering health care, consumer goods, publishing, manufacturing and other markets and industries.
Mintel Academic Market Research This link opens in a new window
Find market research reports on consumer products, services, and lifestyles. Each report describes the economic drivers, leading companies, market share, market size, trends, segmentation, and consumer attitudes and purchasing habits. Reports cover consumer markets in the USA and Europe. New! Tutorial
Statista This link opens in a new window
Access statistical data from market and opinion research institutions, as well as from business organizations and government, categorized into 21 market sectors.

VALS
VALS segments US adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior. The US Framework, a graphic representation of VALS, illustrates the eight types and two critical concepts for understanding consumers: primary motivation and resources. The combination of motivations and resources determines how a person will express himself or herself in the marketplace as a consumer. Note: Site only available on Internet Archive as of May 2024.

Campaigns and advertising tools

WARC.com This link opens in a new window
New! WARC (World Advertising Research Centre) is a database primarily focusing on reviewing marketing campaigns and efforts. It contains marketing analyses, case studies, marketing strategy training, video content, and award information.
Winmo This link opens in a new window
In addition to data on companies (ad spend, media types, brands) and advertising agencies, explore the Creative Library (off the main menu) to search an archive of brand and public ads in a variety of formats.
SRDS - Standard Rate and Data Service This link opens in a new window
Useful tool for building a marketing mix strategy. Find ad rates for more than 100,000 U.S. and international media outlets (direct marketing, websites, newspapers, etc.). Try searching for a media outlet (e.g. Arizona Daily Star) to view the details on subscription counts and ad rates. You can also browse for media based on parameters. The DEI tab allows you to filter by target audience to better reach marginalized or underrepresented populations.
Data Axle Reference Solutions (formerly ReferenceUSA) This link opens in a new window
Can help with creating marketing plans, calculating market size, conducting competitive analysis, and raising funds. It also acts as a directory for businesses and consumers.

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AREC 315 - Agribusiness Economics and Management