MKTG 310 Dr. Vollmers  

Here are some helpful tips for completing your library assignment:

Section 1 a: Get ready to burrow down into the 2010 Census data using American FactFinder:

• Go to the American FactFinder page from the U.S. Census.
• Select "Guided Search" and "Get Me Started." 
• Select Topics -> People -> Basic Count/Estimate -> Population Total (this will add "Population Total" to the "Your Selections" box)
• Select Geographies -> Metro Statistical Area/Micro Statistical Area 2010
• Scroll down the list of metro/micro areas by state and click on the entry for the Minneapolis-St.Paul-Bloomington metro area.
• Click on "Add to Your Selections."
• Click on "Advanced Search" to display all of the data tables.
• Click on the table in the list labeled "Profile of General Population and Housing Characteristics 2010".
• You're almost there! Use the dropdown list to find the Demographic Profile table for the Minneapolis-St. Paul-Bloomington metro area.

• Go the U.S. Census page for information on Metropolitan and Micropolitan Statistical Areas.
• Click on "Definition Files."
• Under "Metropolitan and micropolitan statistical areas and components" the Dec. 2009 file will provide your answer.    

Section 1 c: You will use the U.S. Census QuickFacts page to find this data:

• Go to the QuickFacts page.
• Select the appropriate state (MN or WI) using the map or the drop down list.
• Use the drop down list to select a city and retrieve a list of basic population, business and geographic data.  

Sections 2 a b c & 3 a b:

Market research reports and trade journals can provide useful insight into various industries.

The ABI/Inform Complete database provides access to both journals and reports.

IBIS World contains a large collection of industry market research reports. 

The library also subscribes to a variety of business journal databases. They contain articles from trade journals that discuss market size, market trends, consumer spending, etc.  Try searches such as: pet products and trends, pet products and industry, etc. Be creative with your search terms!

 Section 3 c:

The Mediamark Reporter database will allow you to create a profile of a typical pet owner. You will need to register for a free account first. IMPORTANT: Be sure to use your UWRF email address when setting up the account. Here is a brief video that will show you how to navigate in Medimark Reporter.

 Section 4 a:

The same market research tools and business journal databases that you used for sections 2 and 3 can lead you to articles identifying national competitors.

 Section 4 b: 

Dex knows all about this! DemographicsNow can also be very helpful.

 Section 5:

 DemographicsNow can help you locate detailed information about millions of businesses.

 Section 6:

You take it from here!