"National Consumer Study" 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.
We access the data from this study through a database called "Essentials," from MRI Simmons.
Data come from a well-designed, scientific, annual survey of 20,000 people. Howe Library has access to data back to 2008. They can be used to answer such questions as:
What types of people make a conscious effort to recycle?
Of all adults aged 35-40, what percentage bought dining room furniture in the last year?
Of the people that read Time magazine, what percentage are men?
How to Use the "Essentials" National Consumer Study Database
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.