"National Consumer Study" is a powerful database that provides data about demographics, attitudes, lifestyle behaviors, purchases of products and services, brand preferences, and media consumption for U.S. adults 18 and older.
It is useful for researchers in marketing, public communication, public policy, and other social sciences.
Data come from a well-designed, scientific, annual survey of 20,000 people. Howe Library has access to data back to 2007. They can be used to answer such questions as:
Please stop by the Reference Desk on the main floor of Howe Library
Contact Trina Magi, reference and instruction librarian, to arrange a research consultation. Please see contact information at right. When you call or write, please include several days and times you are available.
The interface for this database looks very different than the interfaces for article databases.
It requires you to select variables of interest from a menu of folders and create your own cross-tabulation tables.
The PDF guide below provides step-by-step instructions for using the database and for interpreting the data tables you create.