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JOUR 3660: Strategic Communication Research: Data, Demographics & Statistics

Recommended Databases

Statista This link opens in a new window
Statistics portal with quantitative data from over 18,000 sources for media, business, finance, politics, and other topics. Export data in a variety of formats for direct use in presentations or reports.
Data is categorized into 21 market sectors. Data sources include market research reports, trade publications, scientific journals, and government databases.
Statista help and FAQ's
More about Statista data sources
Statistical Abstract of the United States This link opens in a new window
Comprehensive summary of statistics on the social, political, and economic conditions of the United States, 1878-present.
User instructions available on ProQuest's LibGuide.

Consumer Behavior & Demographics

Simmons Insights (formerly Simmons OneView) This link opens in a new window
Consumer intelligence data including demographics, lifestyles, attitudes, brand preferences, media use and digital behaviors for US adult consumers.
Simmons Insights provides different "studies" with different datasets:
NHCS Adult Study: demographics, purchase behaviors, lifestyles, psychographics (attitudes, perceptions, preferences, etc.), and media usage for US adult (18+) consumers.
Simmons Connect: all NHCS data plus additional data on consumer digital behaviors (e.g., smartphone, tablet, and computer usage).

Simmons Insights UserGuides
Simmons Insights Demo Video

Subject Guide

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Walker Library 266F

(615) 898-2549

Subjects: Advertising, Anthropology, Business, Business Communication & Education, Communication Studies, Distance Learning, Entrepreneurship, Journalism, Marketing, Mass Communication, Media Arts, Public Relations, Social Work, Sociology, Statistics & Data