Skip to Main Content
Western Libraries

Business & Economics Research Guide: Marketing & Consumer Behavior

General resources and research tips for business research.

How to Use MRI Simmons Insight

MRI Simmons Insight

A database that reports on American consumer purchasing habits, viewing habits, demographics, and psychographics. Their information is based on in-person and mail-in surveys of more than 26,000 households.
This link will take you to a how-to page where you can access Simmons Inight and find tutorials on how to build and read a report. 

Marketing: Company & Industry Resources

Company and industry information are needed when doing any marketing research. For more in-depth information on researching a company and industry, see the Company and Industry pages for more help.

Business Source Complete, Mergent Online, and IBISWorld will provide a general view of a company and it's competitive landscape. 

Marketing: Consumer Behavior

These are resources for researching marketing and consumer behavior. These resources can be used to find out information about who is using a product, who might be using a product, possible demand, and use of a product by a certain group or a specific geography. This information can be used to help determine whether there is a need for a product or small business in a certain area.

Marketing: Media Information

Ratings for televisions and streaming media.