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Situational Analysis Section Research


TIP: Use search terms like "surfing industry" or "craft beer industry growth" (Wadeson)

IBISWorld Market Research Reports

  1. search by company, industry, country, or keyword
  2. includes company and industry profiles, market share reports, financial reports, etc.
  3. pay special attention to *Industry Outlook"

Target Market - Demographic Databases

DEMOGRAPHICS (Cities, Counties, States, Zip Codes)

SANDAG Datasurfer (San Diego Association of Governments): Accurate census, estimates, and forecast information and reports 

How to Use: Datasurfer (click on Get Started Now) >>> Source Type - Estimate >>> Year/Series - 2016 >>> Geograhy Type - Jurisdiction (if you want a specific city) OR MSA (if you want North County West, for example).

Full report of demographic and socioeconomic estimates:

  • View interactive data OR
  • Email document as .pdf or MS Excel OR
  • Download document as .pdf or MS Excel spreadsheet

U.S. Census Bureau Quick Facts Statistics for all states and counties and for cities and towns with a population of 5000 or more

How to Use:

  1. Search by state, county, city, town or zip code
  2. Select a fact


U.S. Census: American Factfinder Demographics:


San Diego Sourcebook Search San Diego's top business lists, compare company sales and sizes, related news, videos and competitors


Book of Lists 2016 by San Diego Business Journal
Call Number: Ref HF 3161 .C2 S33 2016
1 copy 2016 OCN Ref, 1 copy SEC Ref

Target Market - Lifestyles/Buying Behaviors


Pew Research Center "Numbers, facts, and trends shaping your world." Search by keyword(s) in upper right box

Neilsen "What people watch, listen to, and buy"

Statistic Brain Statistics on anything  and everything of interest to you. e.g. search "coffee drinkers" (upper right of page) to find out "what percentage of adults drink coffee daily" NOTE: Refer to to find out how to cite Statistic Brain in your work.

Need More?


‚ÄčBusiness Insights: Global:  includes statistical data sources, case studies, news articles, trade journals, academic journals, SWOT (Strengths, Weaknesses, Opportunities and Threats) Reports

US Newsstream (National Newspapers from Proquest): New York Times, Los Angeles Times, Wall Street Journal

Search keywords: headphones AND trends

EBSCOhost: search across all EBSCO databases

or limit search to just one database such as Business Source Premier

Lexis Nexis Academic:Leading database for researching business, legal and news topics.

Regional Business News (EBSCO) Full-text of nearly 100 regional U.S. and Canadian business publications.