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Ekstrom Library

MKT 441: Marketing Research: Product & Brand Research

Sales and Market Share

GfK MRI’s Survey of the American Consumer™

GfK MRI’s Survey of the American Consumer™ includes product/service/brand usage data collected semi-annually from a national probability sample of 25,000+ households. Tables include a "total" column which provide demographic and media usage habits for households and heads of households.

Access to the data is part of a licensing agreement UofL Libraries has with Mediamark Research Inc. Use is limited to UofL faculty, staff, and students who hold valid UofL user accounts, agree to use the confidential and proprietary data solely for academic and research purposes, and accept MRI+'s other individual license terms.

Sports Market Analytics

Sales, attendance, demographics, sponsorships, and other information regarding sporting events, equipment and apparel.

Articles and Reports in Other Databases

The following sources include newspapers, trade publications, newsletters, press releases, etc. that contain reports and information about a wide variety of products and brands.  Search for specific products, brands, and/or topics or browse publication lists within the databases.

Discover. Create. Succeed.