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MKT 431 - Consumer Behavior: Home

Library resources suggested for this class.

About this page

We’ve done our best to select the most pertinent materials for these Course Resources pages, but if these are not helping with your topic/project, we encourage you to use the Schedule an Appointment link in the Profile box on this page.

Resources for this class

Here are a few tips to for researching:

  • Google often isn't helpful. The best business information is not free.  However, the library does subscribe to numerous resources.
  • When using these databases, adjust your search terms if you're not getting the results you hoped for--try synonyms and scour article titles, abstracts, and subject headings in your search results for likely search terms to use.  Sometimes a thesaurus or encyclopedia come in handy when brainstorming search terms.
  • Use double quotes to search multiple words as a phrase (e.g. "new age" finds these terms in exact order).
  • Use an asterisk to substitute for letters at the end of a word (e.g. crit* finds critic, criticism, critique etc.).
  • If you can't find what you're looking for, schedule an appointment!

Let's start with some resources specifically on this topic of "consumer behavior" - these are all ebooks:

And how about managing your consumer (customer) relationships?

These are the best databases if your research is consumer or "daily life products" or even sports! -oriented:

The following 3 databases are our best "all-around," full-spectrum-of-industries resources. If you're looking for industry reports for the US, China, or "Global" - IBISWorld is the place. If you need information for specific countries ("Beer in Ireland," for example) - MarketLine is the place. Just the United States - FirstResearch.

The following databases are our best resources for hi-tech or medical/pharma market research:

The following are additional possibilities; frankly, I don't find theses databases usually as good as the ones listed above, but wanted to give you as many options as possible:

Articles are great places to look for information or reports of studies on consumer behavior. Here are some suggestions, in order from Most Scholarly to most popular/news items:

In case 'branding' or 'brands' ties into your consumer behavior research:

Does this course call for hard-core number crunching? If so, you might want to take a look at the Survey of Consumer Attitudes and Behavior series homepage at ICPSR. The University of Rochester is a member of ICPSR, so you can create an account and download all the datasets you want. Just be ready, though: this is not Excel-land, you'll need to be ready to work with SAS, SPSS, Stata, or R, and really read the Codebook that goes with the data. If all this sounds like a foreign language to you, move on to the other resources on this page! ;)

Survey of Consumer Attitudes and Behavior

For quick numbers, especially on "hot" or "trendy" topics, try Statista:

For more traditional kinds of demographic or "business stats", try the following databases:

Other helpful resources

Business Librarian

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Kathy Wu
I am available for one-on-one virtual consultation through Zoom.

I also hold office hour on Mondays from 2 PM to 3 PM in the Gleason Hall Room 330. Walk-ins are welcome.

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Complete Business Resources Guide