The Jackson Library at the Graduate School of Business (GSB) recently acquired campus-wide access to the following databases: Local Market Audience Analyst, Conference Board, and Mergent Online. Local Market Audience Analyst is a new subscription. Conference Board and Mergent Online were previously available only within GSB network. The expanded access will facilitate business-related research activities for all at Stanford. Here are brief descriptions of these databases.
Local Market Audience Analyst
Local Market Audience Analyst is a market research database provided by SRDS (Standard Rate and Data Service). It includes data on over 200 Experian Simmons lifestyles and Nielsen Claritas PRIZM segments. The database consists of four kinds of reports: market profile reports, lifestyle analysis reports, demographics reports, and PRIZM reports.
The market profile reports provide marketing details for the DMA (Designated Market Areas) or county you select for analysis. For example, you can perform a search on San Francisco (DMA) area and find out that residents in the area are more likely to own Apple PC (index 169) compared with the national average (index 100). The lifestyle analysis reports are helpful to identify related lifestyle behaviors, cross-sell/synergy opportunities, and market potential. For example, you'll see that those who spend $1,000+ annually on home improvements are 13% (index 113) more likely to have an Internet connection at home.
The demographic reports provide demographic characteristics (age, income, education, household size, home values, etc.) for every DMA. PRIZM reports provide data based on PRIZM Social Groups (e.g. urban uptown, middleburbs, city centers, rustic living) and PRIZM Lifestage Groups (e.g. midlife success, young accumulators, affluent empty nests.)
This database was previously published annually in print as Lifestyle Market Analyst (Jackson Library holds 1992, 1994-2008 at Main HF5415.33.U6 L54).
Conference Board
The Conference Board database includes Conference Board reports on business topics such as accounting, benefits, board practices and compensation, business & education, compensation, corporate contributions, corporate governance, economic risk, and employee engagement. It also includes its annual studies such as Top Executive Compensation and Corporate Contributions reports. The Economic Research section provides latest economic indicators and forecasts. The database also provides access to Conference Board Review articles, PowerPoint slides, WebCasts, and its Canadian publications.
Mergent Online
Mergent Online (formerly FIS Online) is a company research database produced by Mergent (formerly Moody's). It provides company details (history, joint ventures, business description, property, subsidiaries, long term debt, executives, capital stock, etc.), financials, EDGAR reports, news, annual reports, research analysis (insider holdings, insider traders, and institutional holdings), and industry reports. It covers both U.S. and international companies, and includes archives (inactive or dead companies) as well as current data. Searches can be performed with a company name, ticker, SICS code, NAICS code, keyword, or by setting a search criteria based on financial values, ratios, etc.
Financials can be exported to Excel. Compared with other company research databases held at the Jackson Library, this database provides more detailed corporate history descriptions.
Access to These Databases
These databases are available to the Stanford community via the Jackson Library's Database A-Z Web site and also via the Stanford University Libraries and Academic Information Resources' Databases Web site. Questions and comments are welcome at the Jackson Library InfoDesk, jackson-infodesk@gsb.stanford.edu.
