Introduction
The Gelman Library offers a full range of research tools related to marketing. Click here to review the research guide on marketing.
To find statistics, click here. This tab includes links to the Household Pulse Survey and Passport (formerly Global Market Information Database) as well as key statistical compilations from the US and World Bank.
To find advertising information and advertisements, click here. This tab includes links to Ad*Access, a repository of over 7,000 U.S. and Canadian advertisements covering five product categories - Beauty and Hygiene, Radio, Television, Transportation, and World War II propaganda - dated between 1911 and 1955 and housed at Duke University.
To find consumer data, click here. This tab includes links to databases such as Simmons Insights and Claritas 360.
You might also want to search Policy Map. It includes geographical mapping with integrated access to data on demographics, health, income, housing, jobs and more in communities across the US.
Media — Understanding the Environment
- ABC News/Langer Research Associates: PollsLanger Research Associates is the primary news poll provider for ABC News. Covers public opinion on politics, policy, social trends and international issues.
- AdWeekAdWeek is a leading source of news for marketing, media and advertising professionals.
- American National Election Studies (ANES)ANES produces quality data from its own surveys on voting, public opinion, and political participation and outcomes.
- GfK: Growth from KnowledgeGfK covers market and consumer information from more than 100 countries on health, technology, media and entertainment
- CBS News: Opinion PollsCoverage of latest polls on politics, economics and healthcare
- FCC Statistical ReportsReports on news and cable industry
- Fox News: PollsFox News polls coverage of news, trends, media and public opinion issues
- Futon CriticProvides current weekly rankings and ratings for broadcast programs, organized by day and week as well as age-group breakdowns.
- New York Times: PollsIncludes polls and related articles from The New York Times
- Nielsen ReportsNielsen Net Ratings
To obtain a report users are required to submit a free registration online form. - Radio Locatorlinks to over 13,500 radio stations' web pages and over 8200 stations' audio streams from radio stations in the U.S. and around the world. Find radio stations by zip code or call number.
- RealClearPoliticsCoverage of political polls
- SBDC DemographicsSBDCNet is the official National Information Clearinghouse of the U.S. Small Business Administration. Search the Trends and News tab as well as the Marketing tab to locate reports.
- Sports Business Research Network (SBRnet)Covers market research and industry news for the sporting goods and sports marketing industries. Sources include the National Sporting Goods Association, the US Department of Commerce, sports governing bodies, buyTRACK (a tracking study of sporting goods purchasing habits on the Internet), and several magazines and newsletters.
- TVBOnline - Media Comparisons 2016TVB is the not-for-profit trade association of America’s commercial broadcast television industry.
Pew Research Center: Health & Social Issues
UNDERSTANDING YOUR AUDIENCE:
Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Go to News Media Trends
Best Places to Start: Marketing/Polls
Use the following Web sites to help you locate public opinion surveys and trends.
- AfrobarometerAfrobarometer is an independent, nonpartisan research project that measures the social, political, and economic atmosphere in Africa. Surveys are conducted in more than a dozen African countries and are repeated on a regular cycle. Trends in public attitudes are tracked over time. Results are shared with decision makers, policy advocates, civic educators, journalists, and researchers.
- America's Health Rankings: United Health FoundationAmerica's Health Rankings provides an annual assessment of the nation`s health on a state-by-state basis.
- American Community Survey (ACS)Produced by the The U.S. Census Bureau
- American Consumer Satisfaction IndexCoverage of national indicators ranging from customer satisfaction, financial and industry
- Canadian Opinion Research ArchiveCanadian Opinion Research Archive makes available commercial and independent surveys to the academic, research and journalistic communities.
- Consumer Expenditure SurveyProduced by the Bureau of Labor and Statistics
- Country Commercial Guides (International Trade Administration)Reports on market conditions, regulations, etc.
- Gallup - Wellbeing IndexPartnership between Gallup and Sharecare to provide health index survey reports. (The reports are free to download)
- Guttmacher InstituteProduces a wide range of resources on topics pertaining to sexual and reproductive health in the US and international.
- Harris PollProvides survey data on a variety of subjects including politics, the economy, foreign affairs, science and technology, and lifestyles, dating back to 1963.
- ICPSRICPSR offers more than 500,000 digital files containing social science research data. Disciplines represented include political science, sociology, demography, economics, history, gerontology, criminal justice, public health, foreign policy, terrorism, health and medical care, early education, education, racial and ethnic minorities, psychology, law, substance abuse, and mental health.
- Kaiser Polls - Kaiser Family FoundationKaiser Family Foundation is a non-profit, private operating foundation focusing on the major health care issues facing the U.S., as well as the U.S. role in global health policy
- Kids Count: Annie Casey FoundationSearch by location or topics.
- Odum Institute Public Opinion Poll Question Database: Dataverse NetworkDataverse Network is an application to publish, share, reference, extract, and analyze research data.
- Pew Research CenterPew Research Center for the People & the Press data archive allows you to download survey datasets. The site is organized by survey, where each dataset is identified by the name of the survey, and below each dataset are links to the reports released from that data. In some cases, reports draw from multiple datasets.
- Roper Center for Public Opinion ResearchArchives of social science data, specializing in data from surveys of public opinion. The data held by the Roper Center range from the 1930s to the present. Most of the data are from the United States, but over 50 nations are represented.
- U.S. Bureau of Labor Statistics - Industries at a GlanceStatistical data on labor/job profile includes salaries, geographical data, workforce statistics and trends.
- WorldPublicOpinion.orgInternational collaborative project by a consortium of research centers studying public opinion with the aim to present public opinion around the world on international issues.
Opinion Polls — Understanding the Audience
- American Consumer Satisfaction IndexACSI reports scores on a 0-100 scale at the national level and produces indices for 10 economic sectors, 47 industries (including e-commerce and e-business), more than 225 companies, and over 200 federal or local government services.
- Association of Religion Data ArchivesAssociation of Religion Data Archives provides polling data on American religion.
- Barna GroupBarna Group is a research and resource company located in Ventura, California which conducts research focused on the intersection of faith and culture.
- GallupGallup provides research on public opinion and trends.
- General Social Survey - GSSGSS contains a standard 'core' of demographic, behavioral, and attitudinal questions, plus topics of special interest.
- Harris PollProvides survey data on a variety of subjects including politics, the economy, foreign affairs, science and technology, and lifestyles, dating back to 1963.
- ICPSRProvides social science research community efficient search capabilities, quick and easy access to data, information about ICPSR and its programs, and appropriate support and documentation
- Kaiser Polls - Kaiser Family FoundationA non-profit, private operating foundation focusing on the major health care issues facing the U.S., as well as the U.S. role in global health policy
- Marist PollMarist Poll regularly measures public opinion at the local, state, and national level. Topics include politics, money, family, spirituality, mind and body, sports, and entertainment.
- National Annenberg Election SurveyNational Annenberg Election Survey (NAES) examines a wide range of political attitudes about candidates, issues and the traits Americans want in a president. It also has a particular emphasis on the effects of media exposure through campaign commercials and news from radio, television and newspapers.
- Odum Institute for Research - Public OpinionMaintains one of the oldest and largest catalog of machine-readable data in the U.S.
- Pew Research Center for the People & the PressPolls, public opinion research, and national surveys on public attitudes toward press, politics, public policy issues.
- Polling the NationsPolling the Nations is an online database of public opinion polls containing the full text of 500,000 questions and responses from 14,000+ surveys conducted from 1986 through the present in the United States and more than 100 other countries around the world.
- PollingReportAn independent, nonpartisan resource on trends in American public opinion.
- Public AgendaNonpartisan and nonprofit; publishes public opinion research and public engagement organization.
- Roper Center for Public Opinion ResearchArchives of social science data, specializing in data from surveys of public opinion.
- Siena Research Institute (SRI) - Social and Cultural PollsConducts regional, statewide and national surveys on business, economic, political, voter, social, academic and historical issues. The surveys include both expert and public opinion polls.
- Survey Research CenterNational and international leader in interdisciplinary social science research involving the collection or analysis of data from scientific sample surveys
- Washington Post PollsWashington Post regularly surveys Americans on questions of national interest. Use this page to browse polls dating back to 2007.
- YouGovYouGov is a professional research and consulting organization which collects in-depth data for companies, governments, and institutions so that they can better serve the people that sustain them.
