This is the "Industry & Marketing Research" page of the "BUSN 100: Enterprise" guide.
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Marketing and demographic resources for creating a small business plan.
Last Updated: Jul 3, 2014 URL: Print Guide

Industry & Marketing Research Print Page

Locate NAICS Code for your Industry

  • Locate NAICS Codes  
    North American Industry Classification System -- used by the government to organize industries

Essential Information

  • Bureau of Labor Statistics
    Good place to get U.S. government statistics on employment, consumer, and producer prices, industry, and labor.
    Good for: Consumer Expenditure data and identifying relevant economic information (see Regional Offices and Wages by Area and Occupation


  • Censtats
    Use to locate number of businesses by type for specific zip codes and nearby communities. Choose the County Business Patterns Data (NAICS) link found towards the center of the opening web page.
  • Hoover's Online
    For faster access on campus click here. Offers company, industry, and market information. Use Build a List function to get information about other companies in your industry.
  • Switchboard
    Similar to Google Local this is an online yellow pages.
  • Google Local
    This is a great tool to map out what local businesses are in your area. For instance, search "02920 ice cream" to map out the location of ice cream shops in the zipcode 02920.

Essential Sources - Industry

  • ABI INFORM Complete
    For faster access on campus click here. Comprehensive business database -- the best place to start your business research. Includes all ABI Inform databases.
  • First Research
    For faster access on campus click here. In depth Industry Profiles including industry overview and forecast, trends and opportunities, business challenges, recent developments, and financial information.
  • IBIS World
    For faster access on campus click here. Covering more than 700 industries, IBIS World is an important tool for Industry Market Research. Search by Industry, Keyword, or NAICS code. Includes Industry Research Reports and Industry Risk Rating Reports, and Public Company profiles.
  • BizMiner
    For faster access on campus click here. Industry Reports include financial analysis, market research, and local business summary.
  • Small Business Development Center
    National Information Clearinghouse for Small Business.
    Offers Industry Trends, finding NAICS codes, and market research.

Demographics & Market Potential

Lifestyle Market Analyst - Reference Print Collection
REF HF5415.33 U6 L54
Includes DMA market and lifestyle profiles.  Good for data on consumer preferences in specific market areas.

Now Online as SRDS Local Market Audience Analyst.  Only one user at a time.  MUST USE Internet Explorer.

Community Sourcebook of Zip Code Demographics - Reference Print Collection
REF HA203 S66
Includes spending potential indexes by individual zipcode.

  • BizMiner
    Includes U.S. and local market research profiles for specific industries.
  • PRIZM - My Best Segment
    Choose zip code look-up from top gray bar.
  • U.S. Census American Factfinder
    Provides detailed information for towns and zipcodes including breakdowns by ethnicity, home ownership, employment, and income levels.

Local Economy and Newspapers

  • City
    Compiled information and statistics on U.S. cities -- population, housing, local economy, industry, education, crime, etc.
  • Gale Directory of Publications and Broadcast Media
    Guide to publications and broadcasting stations including newspapers, magazines, journals, radio stations, television stations, and cable systems.
  • Bureau of Labor Statistics
    Select Regional Offices under Subect Areas in the Nav Bar and then state - city fact sheets.
  • Regional Economic Conditions (RECON)
    Provides an economic overview by U.S. geographical area. Search for tables and charts by state, Metropolitan Statistical Area (MSA), or county.

Need some help?

Susan McMullen
Research Services Librarian

Class Survey

International Resoruces

  • Country Watch
    Provides critical country-specific intelligence and data. Find the World News Connection stories under the Country Wire link.
  • Foreign Information by Country
    Links to web sites for approximately 245 countries. Works best with Internet Explorer.
  • Global Road Warrior
    Includes a wealth of country and business travel informaton.
  • globalEDGE - Country Insights
    "Countries is your source for statistical data for 199 countries around the world. In addition to statistics, historical, economic, and political conditions are available."
  • A to Z World Business
    Business & Trade practices for over 100 countries. Also includes cultural facts. Excellent resource for international management and business.
  • Doing Business
    "The Doing Business Project provides objective measures of business regulations and their enforcement across 189 economies and selected cities at the subnational and regional level."



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