Appendix 7A: Selected Sources for Secondary Data

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Appendix 7A: Selected Sources for Secondary Data

This appendix briefly describes numerous valuable sources for secondary data. The focus here is primarily on business-related sources available on-line, either for free, for a fee or through a subscription. Many of the sources that require a subscription are available through university libraries reference sections. The Business Resource Center that accompanies use of this text is also an excellent on-line source for secondary data.
[H1] Major Indexes

ABI/INFORM Database. A much-used database abstracting by subject significant articles that are published in more than 1,000 leading business and management publications, including over 350 English-language titles from outside of the United States. Full text is available for many of these sources. This also is known as Proquest Services. The web link is but it does require a subscription for access. Check your library for more information.
Business and Company Resource Center (Thomson/Gale, Mason, OH). Provides a wide variety of information including company histories, access to business periodicals and some academic journals, recent news about companies, sales statistics, SIC codes and much more. The General Business File ASAP is included with articles on finance, acquistions and mergers. There are listings for over 150,000 companies. Access through A subscription is required and is included for adopters of this text.
Wilson Readers’ Guide to Periodical Literature (H.W. Wilson Company). Bibliographic data for 272 popular magazines indexed since 1983. Covers humanities, social sciences and general literature. It is updated monthly. Included in the Business and Company Resource Center at
National Newspaper Index (Foster City, CA: Gale Group). A database that is useful for finding information on current events, lifestyle, biographies, sports, economics, consumer products, world affairs, public health, business trends, entertainment and travel. Included with access to the Business and Company Resource Center at
[H2] Reference Guides

STAT-USA®/ (U.S. Department of Commerce). The authoritative reference guide to business, trade and economic information. Includes many statistical data compilations for current and historical trends in the U.S. and in the world. Other data related data bases including Globus&NTDB and EuroTrade can be accessed through this reference guide. Most of these sources are readily accessed at
Business Information Sources, 3rd ed. by Lorna M. Daniells. (Berkeley: University of California Press, 1993). An annotated, printed bibliography of books, periodicals, and reference sources in all important areas of business. Of its 21 chapters, three focus on business/economic statistical sources, one on investment sources, and one on marketing (including marketing research, product development, selling, advertising, retailing, and service industries).
Encyclopedia of Business Information Sources (Detroit: Gale Group Inc.; annual). Identifies sources of information on approximately 1,000 business subjects or industries. For each topic, it lists pertinent abstracts and indexes, bibliographies, directories, online databases, periodicals, statistical sources, and trade and other organizations. Also contains information about brands. See
Monthly Catalog of United States Government Publications (Washington, DC: U.S. Government Printing Office; monthly, with semiannual index). Accessible online as GPO Monthly Catalog (see also on CD-ROM. Describes publications of the U.S. government, arranged by publication number (which is also by issuing agency). Includes subject and title indexes.
The North American Industry Classification System (Washington, DC: U.S. Office of Management and Budget, 1997). Replaced the U.S. Standard Industrial Classification (SIC) system. This reference includes definitions for each industry, tables showing correspondence between NAICS and SIC categories, and a comprehensive index. Also available at www/naicstab.htm.
Statistics Sources (Detroit: Gale Research, Inc.; two volumes, annual). A subject guide to statistics on over 20,000 topics, including many business and economic subjects. Arranged alphabetically by very specific subject or geographic location and indicates where statistics can be found. A companion volume is State and Local Statistics Sources for sources of key data on the state, city, and local levels. For the names of several reference guides to international information, see the section titled “Selected International Sources.”

[H1] Census Data

Census statistics can be of great value to marketing researchers because the figures are quoted in such detail, both by subject and by geographic location. The data can be used as a starting point even when they are somewhat out-of-date. The censuses of population and housing are taken every 10 years in the year ending in 0; the other censuses are taken every 5 years in the years ending with 2 and 7. The economic censuses covering manufacturing, retail, wholesale, and services industries are perhaps the most important for statistics on business establishments. These consist of series of reports in an “Industry Series,” a “Geographic Area Series” by state, and a specialized “Subject Series.” Following are descriptions of major elements of the periodic censuses: Census of Agriculture, Census of Population and Housing, and the Economic Censuses. (The discussion does not cover the Census of Governments or all economic censuses.) For a note about online accessibility of all census reports, go to and click on accessibility.
[H2] Census of Agriculture

In-cludes data by state and county on numbers, types, and sizes of farms, land use, irrigation, agricultural products, and value of products. More recent Agricultural Statistics are published by the U.S. Department of Agriculture, and some agricultural commodity statistics are in the CRB Commodity Year Book (see page 177). See
[H2] Decennial Census

Census of Population. Presents population characteristics of states, counties, MSAs, and towns of 1,000 or more inhabitants. The reports from the 2000 census include the following (

  • General Population Characteristics

  • Social and Economic Characteristics

  • Population Subject Reports

  • Current Population Reports

  • Census of Population and Housing. The volumes in the 2000 census include the following:

    • Summary Population and Housing Characteristic

    • Population and Housing Unit Counts

    • Population and Housing Characteristics for Census Tracts and Block Numbering Areas

    • Population and Housing Characteristics for Congressional Districts of the 103rd Congres

    • Summary Social, Economic, and Housing Characteristic

  • Census of Housing. Detailed tabulations of housing conditions and occupancy statistics. Volumes published in the 2000 census include the following:

    • General Housing Characteristics

    • Detailed Housing Characteristics

    • Housing Subject Reports

[H2] Economic Censuses

. The Economic Census provides a detailed portrait of the nation’s economy every 5 years (

It includes selected national, regional and local statistics including the following:

  • Census of Construction Industries.

  • Census of Manufactures.

  • Census of Mineral Industries.

  • Census of Retail Trade.

  • Census of Wholesale Trade.

[H2] Bibliography of Census Data

The U.S. Bureau of the Census maintains a descriptive guide to census statistics and reports arranged by broad census subjects such as agriculture and population. Symbols with each item note which are available in digital formats, such as DVD, CD-ROM, diskettes, and tapes. A great deal of the data are accessible via the Internet at the Catalog link at
[H1] Statistical Data

Business Statistics (Washington, DC: U.S. Bureau of Economic Analysis; biennial). Printed source containing a biennial statistical supplement to the Survey of Current Business -- contains extensive historical tables (annually for 29 years and monthly for the most recent 4 years) for about 1,900 series contained in the monthly Survey. An explanatory note for each series describes the series and indicates original sources of data.
Other U.S. Bureau of Census reports break down business and economic data such as number of business, employees and payroll by county, city or industry. These sources include:

  • County Business Patterns (Washington, DC: U.S. Bureau of the Census: annual series of report).

  • County and City Data Book (Washington, DC: U.S. Bureau of the Census; published irregularly, although at least every 5 years).

  • State and Metropolitan Area Data Book (published every 3 years) with similar statistics for metropolitan areas.

  • Historical Statistics of the U.S. containing data from colonial times through today.

CRB Commodity Year Book (New York: Commodity Research Bureau). Presents statistics on prices, production, exports, stocks, and so forth for about 100 commodities, and a few financial futures.
Economic Indicators (Washington, DC: Council of Economic Advisors; monthly). Current statistics and some charts on prices, wages, money, credit, gross domestic product, federal finance, production, and other series that indicate the country’s economic condition.
Federal Reserve Bulletin (Washington, DC: Board of Governors of the Federal Reserve System; monthly). Current financial and economic statistics, including money, stock, and bank credit, banking institutions, financial markets (including interest rates), federal finance, securities markets and corporate finance, funds flow, economic indicators such as industrial production, including some international statistics. See
Monthly Labor Review (Washington, DC: U.S. Bureau of Labor Statistics). Contains articles on nationwide labor conditions and trends. Statistics in each issue include labor force data (employment, unemployment, hours), labor compensation and collective bargaining, price data (consumer and producer price indexes), and data on productivity, injury, and illness. See
Industry Norms and Key Business Ratios, Desk-Top Edition (New York: Dun & Bradstreet Information Services; annual). Useful for its financial and operating ratios on over 800 lines of business, arranged by industry (four-digit SIC).
Standard & Poor’s Statistical Service (New York: Standard & Poor’s Corporation; one loose-leaf volume with monthly supplements). Contains useful historical and current business/economic statistics arranged by major industry classications such as building materials, electric power, textiles, transportation, etc. Standard and Poor’s URL is but it can be accessed through most major libraries.
Statistical Abstract of the United States (Washington, DC: U.S. Bureau of the Census; annual,). One of the most valuable statistical reference books, consisting of many social, political, and economic statistical tables, each taken from original government reports. See prod/www/statistical-abstract-us.html
[H1] Market Data
The Lifestyle Market Analyst (Wilmette, IL: Standard Rate & Data Service; annual). A printed reference guide for consumer market analysis at the local, regional, or national level. Section 1 analyzes each ADI (Area of Dominant Influence) market in terms of demographic characteristics and over 50 lifestyle interests. Sections 2 and 3 provide the same data by specific lifestyle activity and by demographic data.
Rand McNally Commercial Atlas & Marketing Guide (Chicago; annual). Contains marketing data such as figures from the Survey of Buying Power, population for Rand McNally metropolitan areas, maps of trading areas, MSAs, and zip codes as well as state and large-city maps.
Survey of Buying Power (New York: Sales & Marketing Management; annual constitutes an extra August issue of S&MM). Sales & Marketing Management publishes three useful extra issues each year, and this is the most important one for researchers interested in geographical variations of population, income, and retail sales. Section C contains current statistical estimates for population (by age groups), households, effective buying income (EBI), and retail sales for six store groups—all for U.S. states, counties, MSAs, and some cities. Section B gives regional and state summaries and metro rankings for the same data. See
Claritas. (Claritas, Inc.). Large private company providing detailed reports and custom research on consumer markets. The data includes information on PRIZM segments. Most of the information is provided on a for fee basis by some basic geodemographic information can be found by zip-code at
The American Consumer Satisfaction Index (University of Michigan, Ann Arbor, Michigan). A survey of American consumers’ satisfaction with many industries, brands, products, stores, services, etc. Contains quarterley data going back several years. See
[H2] Marketing Reference Guides

Hoovers (Hoovers, Inc., Austin, Texas). A comprehensive corporate guide containing profiles of publicly traded companies and the markets they serve. Find basic facts and figures including sales figures, numbers of units and subsidiary information. Some services are free and others are by subscription. See
Market Share Reporter (Detroit: Gale Research, Inc.; annual). An annual compilation of market share data on companies, products, and services that have appeared in periodicals and brokerage reports. It is arranged by two-digit SIC categories and within each chapter by four-digit SICs, and it covers not only brand market share data but also corporate market shares, institutional shares (shares for countries, regions, etc.), and product/commodity/service and facility shares. Available through many libraries via Galenet and available for purchase through various sources including

[H1] Industry Data

U.S. Industrial Outlook (Washington, DC: International Trade Administration of the Department of Commerce; annual). A much-used source for short discussions of recent trends on each of approximately 350 manufacturing and service industries with prospects
Findex (Bethesda, MD: Cambridge Scientific Abstracts; annual, with midyear supplement). A descriptive directory of approximately 13,000 market research reports, studies, and surveys on specific products or industries available from over 500 U.S. and foreign research publishers. See
Predicasts F&S Index United States/International/Europe (Cleveland: Predicasts, Inc.: weekly, with monthly, quarterly, and annual cumulations). Useful for identifying current information on products, industries, and companies reported in more than 750 trade and business magazines, newspapers, and special reports. The PTS PROMPT Database is also available.
[H1] Corporate Directories

Dun’s Market Identifiers (Parsipanny, NJ: Dun & Bradstreet Information Services). Contains basic company information about both public and private U.S. companies of all sizes. Data on more than 10 million businesses have been gathered via interviews.
Standard Directory of Advertisers (Wilmette, IL: National Register Publishing Company; two volumes; annual, with supplements). Volume 1 is a classified directory of some 25,000 U.S. companies that advertise nationally, giving for each not only the usual basic facts but also names of marketing and sales personnel, advertising agencies, sometimes advertising appropriations, and advertising media used. Volume 2 contains indexes, including one for trade names. There is a separate Geographic Index. Two companion volumes are the Standard Directory of International Advertisers & Agencies (annual), covering foreign companies that advertise and foreign advertising agencies, and the Standard Directory of Advertising Agencies (three per year, with supplements), which contains approximate annual billings and names of accounts for each U.S. agency listed.
Thomas Register of American Manufacturers (New York: Thomas Publishing Company; 26 volumes, annual,). Probably the best directory for identifying a U.S. manufacturing company or locating the manufacturer of a particular brand. It lists over 145,000 companies by very specific product, alphabetically and by brand name. For each company it usually gives the address, products made, and asset range. See
The Fortune 500 (annual, in Fortune, second issue in April). Each year Fortune publishes four ranked lists of largest companies. This one ranks the largest U.S. industrial corporations by sales, assets, profits, and so forth, and also by industry. Fortune publishes several other ranked lists (see
[H1] Selected International Sources

[H2] Statistics

Monthly Bulletin of Statistics Online (Washington, DC: United Nations Statistics Division). Presents current monthly economic statistics for most of the countries and areas of the world. See mbs/mbssearch.asp.
OECD Statistics Brief (Paris: Organization for Economic Cooperation and Development). Presents important statistical issues to the international community of statisticians, economists, policy makers, and researchers each month. See
The World Development Indicators (Washington, DC: World Bank, annual). Compilation of data about development. WDI 2001 includes approximately 800 indicators organized in six sections: World View, People, Environment, Economy, States and Markets, and Global Links. The data cover 148 economies and 14 country groups with basic indicators for another 59 economies.
[H2] Reference Guides

Europa World Year Book (London: Europa Publications; two volumes). Important source for brief information about countries, such as recent history, economic statistics, government, political organizations, and holidays; also lists important newspapers, periodicals, radio and TV stations, banks, insurance companies, trade associations, railroads, and much more. Available through many libraries or for subscription. See
European Directory of Marketing Information Sources (biennial) and International Directory of Marketing Information Sources (biennial) (London: Euromonitor Plc). Includes information on the following: official sources and publications (including statistical publications); libraries and information sources; leading market research companies; information databases; abstracts and indexes; major business and marketing journals; leading business and marketing associations; and European business contacts (such as embassies and chambers of commerce). See
Index to International Statistics (Bethesda, MD: Congressional Information Service; monthly, in two parts, with annual cumulations). A companion service to American Statistics Index.
[H2] Corporate Directories and Investment Data
Moody’s International Manual (New York: Moody’s Investors Service; two volumes, annual, with supplements). A financial manual covering major corporations in some 100 countries and arranged by country. Data given for each corporation usually include a brief financial history, a description of business and property, officers, and financial statement figures, plus more. Center blue pages contain comparative international statistics.
Primary International Businesses (New York: Dun & Bradstreet Information Services; annual). Directory-type information for approximately 50,000 leading companies in 140 countries; arranged by country, with indexes by SIC industries and by company.
Standard Directory of International Advertisers & Agencies (Wilmette, IL: National Register Publishing Company; annual). Describes both large foreign companies that advertise and foreign advertising agencies. Besides the usual directory information for each company, this directory often gives names of sales personnel, the name of the ad agency, advertising appropriations, and media used.

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