Research Guides: MAR 4480 Strategic Marketing: Psychographics

Databases

Standard Rate and Data Service (SRDS)
This database includes information about advertising and rates in all types of media sources. FSU has access to Claritas360 (ending, 1/31/25) demographic and behavioral insights for all 210 Designated Market Areas (DMAs), including county level data; Multicultural & Inclusive Media, search media properties by the audiences they serve; Digital Networks & Ad Tech, digital insights and content overviews for websites and networks; and Newspapers, circulation and page rates for local and national papers
Abbreviation: srds
Vendor: SRDS
Subjects: Communication, Demography and Population Studies, Marketing, Statistics
Type: Datasets/Statistics
Sage Data
scan and search the contents of billions of datasets, compare and contrast variables of interest, and create customized views in tables, maps, rankings, and charts. Views also include descriptive summaries of the datasets and data sources. Datasets cover a wide range of subjects – including business, finance, banking, economics, sociology, political science, demography, agriculture, education, international studies, criminal justice, housing and construction, labor and employment, energy resources and industries, and more. Under "Sources" search for Claritas for access to Claritas Consumer Profiles(ConneXions, P$ycle), CLOUT (Finance, Insurance)
Subjects: Statistics and Data, Business, Finance, Economics, Sociology, Political Science, International Studies, International Relations, Demography, Agriculture, Education, Criminal Justice, Housing and Construction, Labor and Employment, Energy Resources and Industries, Climate and Weather.

Abbreviation: dpf
Vendor: SAGE Publishing
Subjects: Communication, Criminology and Criminal Justice, Demography and Population Studies, Finance, Food, Geography, International Affairs, Law, Political Science, Public Health, Public Safety and Security, Social Work, Statistics, Urban and Regional Planning
Type: Citation Management, Datasets / Statistics, Directories, Government Publications, Historical / Primary Sources, Maps

Claritas is a leading provider of intelligent marketing information and target marketing. Pioneering a technique for geo-demographic segmentation in the 1970s, Claritas provides information about people, households, and businesses within any geographic area in the United States. T

Mintel Academic
Mintel Reports offers product and industry market research reports covering U.S. and International marketplaces. Each report combines data and analysis of the competitive landscape, supply chain, market-share size and trends, and consumer profiles. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the structure of the market. Note: First-time users, create a Mintel profile with your @fsu.edu email address.
Industries covered include:
Automotive
Beauty
Consumer Electronics
Digital Media
Drink
Financial Services
Food
Foodservice
Health & Wellness
Household
Personal Care
Packaging
Retail
Sport & Entertainment Travel & Tourism

Tutorials:
Interactive Databook Training (10:39)
A 10-minute tutorial video on how to navigate Interactive Databook, how to explore demographics, and customize your own consumer data report.

Abbreviation: mintel
Vendor: Mintel International Group
Coverage: 2001–Current
Subjects: Business, Communication, Hospitality, Marketing
Type: Datasets / Statistics, Reports