Business Databases Website
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Business Resource PortalAll licensed databases available to currently enrolled students.
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Case Studies
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WARC (advertising)Campaign research source includes case studies, market reports, statistics, and articles from the trade magazines Admap and Market Leader as well research from the International Journal of Market Research, the Journal of Advertising Research, the International Journal of Advertising, and the Journal of Advertising History.
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Sage Business Cases This link opens in a new windowA digital collection of business cases – providing faculty, students and researchers with unlimited access to more than 4,850 interdisciplinary cases from over 120 countries on subjects such as entrepreneurship, accounting, healthcare management, leadership, social enterprise, and more. For instructors: Before creating an account, please contact busref@umn.edu for access to additional teaching materials.
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HS Talks Business & Management Collection This link opens in a new windowSpecially commissioned talks from leading experts in industry, commerce, the professions and academia. The collection also includes 20 peer reviewed vocational journals.
Advertising
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Vivvix (Advertising)Find advertising media spending by company, brands, products, or industries across all media channels. Limited to 5 simultaneous users.
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Winmo (Advertising)Information about advertisers, agencies, public relations firms and media buying services. Limited to 2 simultaneous users.
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AdForumUse this database to research advertisements by agencies, advertiser, brands, campaigns, or creative staff. It contains video and images for advertisements produced for television, cinema, magazines, outdoor, and digital, along with audio recordings of radio advertisement and covers the work of agencies worldwide with interviews for case studies, packaging, branding and design for major brands.
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WARC (advertising)Campaign research source includes case studies, market reports, statistics, and articles from the trade magazines Admap and Market Leader as well research from the International Journal of Market Research, the Journal of Advertising Research, the International Journal of Advertising, and the Journal of Advertising History.
Market Research
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Statista This link opens in a new windowStatista provides statistical data on many topics including media, business, politics, society, technology and education. Sources include market reports, trade publications, scientific journals, and government databases. Data can be accessed by searching or browsing by industry, topic, country, digital market or infographic. The Global Consumer Survey offers a global perspective on consumption and media usage, covering the offline and online world of the consumer. It is designed to help marketers, planners and product managers understand consumer behavior and consumer interactions with brands.
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PassportEuromonitor's Passport is a comprehensive market research database incorporating research analysis and detailed statistics of global markets and consumers. Its emphasis is on consumer-related industries across more than 200 countries and regions. Guest users not affiliated with the University, please contact busref@umn.edu ahead of your visit to arrange for login access.
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MarketResearch.com AcademicMarket research reports on service industries, consumer goods,food and beverage, heavy industry, life sciences, technology and media.
Articles and more
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Business Source PremierFind business articles from journals and magazines in marketing, management, information technology, operations, human resources, accounting, finance and economics dating back to 1965.
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Google Scholar (Setup connection to get to PDFs)Use Google Scholar to find articles from academic publishers, professional societies, research institutes, and scholarly repositories from colleges and universities. If you are using from off-campus access, change the "Library Settings" to University of Minnesota Twin Cities. Look for the "FindIt@U of M Twin Cities" links in your Google Scholar search results to access full text and PDFs. View this tutorial to learn how to go from a general idea to a very precise set of results of journal articles and scholarly materials.
Consumer Spending
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Mintel Market ResearchMintel reports provide market research on consumer products, services, and lifestyles to identify economic drivers, leading companies, market share, market size, trends, segmentation, and analysis of consumer attitudes and purchasing habits. Includes Mintel Trends to analyze consumer trends by sectors, demographics, themes and regions.
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Simmons InsightsSurvey data from the the Simmons National Consumer Survey to find target markets and consumer profiles for brands and products. Use Simmons advertising campaigns, market research, and business plans. Limited to 25 simultaneous users. NOTE: Please click logout when done to end session.
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SimplyAnalytics This link opens in a new windowCreate custom maps and reports on SimplyAnalytics using extensive data on demographics, consumers, real estate, housing, employment, crime, health, and more. Data includes Nielsen Scarborough local insights and crosstabs, AGS Census, Claritas PRIZM consumer segment, MRI Simmons consumer survey data, consumer expenditures and buying power, as well as public data sources such as the US Census, American Community Survey, FBI uniform crime reports, NOAA climate data, and CDC health data.
Limited to 5 simultaneous users. "Sign in as a guest" if you do not wish to register for a free personal account. A personal account allows you to save your work. -
PolicyMap This link opens in a new windowWeb-based online data and mapping application that provides access to thousands of indicators related to demographics, housing, crime, mortgages, health, jobs and more. Data is available at all common geographies (address, block group, census tract, zip code, county, city, state, MSA) as well as unique geographies like school districts and political boundaries. Data comes from both public and proprietary sources.
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Data Census.govView statistics across a variety of topics for your state, county or town.
Dynamically add geographies, topics, or filters to get the data tables and maps you need.
Consumer surveys
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SimplyAnalytics This link opens in a new windowCreate custom maps and reports on SimplyAnalytics using extensive data on demographics, consumers, real estate, housing, employment, crime, health, and more. Data includes Nielsen Scarborough local insights and crosstabs, AGS Census, Claritas PRIZM consumer segment, MRI Simmons consumer survey data, consumer expenditures and buying power, as well as public data sources such as the US Census, American Community Survey, FBI uniform crime reports, NOAA climate data, and CDC health data.
Limited to 5 simultaneous users. "Sign in as a guest" if you do not wish to register for a free personal account. A personal account allows you to save your work. -
Simmons InsightsSurvey data from the the Simmons National Consumer Survey to find target markets and consumer profiles for brands and products. Use Simmons advertising campaigns, market research, and business plans. Academic license restricted to 5 simultaneous users along with an embargo of 3 years for current survey data. **The Simmons website requires Adobe Flash in order to view content.
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Gallup Analytics This link opens in a new windowGallup Analytics provides trends in public opinion polling, using Gallup US Daily Poll questions and Gallup World Poll questions . Output formats include tables for time-series trends, charts and scatterplots, and maps for individual poll question responses. Questions in the World Poll vary by year and country. Gallup has a tool for identifying questions and when they were asked in a country. The subscription to Gallup Analytics includes mediated access to Gallup poll data for the US Daily Poll and World Poll. Contact library staff at busref@umn.edu for more information.
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iPoll (Roper Center for Public Opinion Research) This link opens in a new windowiPOLL is a collection of polling sources from the Roper Center for Public Opinion Research. It includes surveys from 150 polling organizations that include all major news outlets, Gallup polls, and other research institutions. Use these polls to compare public opinion from 1935-present on a range of issues.
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MyBestSegments (Claritas)Zip code analysis of lifestyle types that define households by segments to provide a picture of who lives where and what they are like. (Formerly Nielsen MyBestSegments)
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Sports Market Analytics (SBRnet)Formerly called Sports Business Research Network (SBRNet). Contains research data on the entire sports market including, consumer expenditures, brand share, participation, attendance and statistics about sport facilities, TV viewership, directories and full text articles from specialized sports industry magazines.
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Polling the Nations This link opens in a new windowPolling the Nations is an online database of public opinion polls containing the full text of 700,000+ questions and responses, from 18,000+ surveys and 1,700+ polling organizations, conducted from 1986 through the present in the United States and more than 100 other countries around the world. Limited to 4 simultaneous users.
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Nielsen Datasets at the Kilts Center for MarketingEligible to use the datasets
Only tenure-track faculty from accredited US-based colleges and universities can subscribe to access to the datasets. This excludes clinical professors, adjunct professors, lecturers, and other non-tenure track faculty. Access by PhD students and postdoctoral research associates is permitted as part of our institutional subscription, provided they are supervised by a tenured or tenure-track faculty.
Available Datasets
Consumer Panel Data include longitudinal data beginning in 2004 with annual updates. These data track a panel of 40,000 - 60,000 US households and their purchases of fast-moving consumer goods from a wide range of retail outlets across all US markets.
Retail Scanner Data consist of weekly pricing, volume, and store environment information generated by point-of-sale systems from more than 90 participating retail chains across all US markets. Data begin in 2006 and include annual updates.
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Nielsen’s Ad Intel data cover ad occurrences for a variety of media types across the United States, for the years 2010-2015, with annual updates available each year. These data can be broken down by Market Code (i.e. ~200 Designated Market Areas (DMAs), which can be matched to DMAs in the Consumer Panel and Retail Scanner datasets).
To learn more about University of Minnesota researcher access and user requirements please see: Nielsen Datasets Access Guide
Last Updated: Nov 25, 2025 6:09 PM
URL: https://libguides.umn.edu/MKTG3041