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MKTG 6000: Marketing Strategy: Consumer Information & Demographics

Library Databases for Consumer Information

MRI Simmons Insight's Crosstab tool allows users to search, pull, and edit criteria from survey data and add it to a report while sorting and filtering categories.

The Crosstab tool flows from left to right, where criteria are searched on the left side of the tool and added to the report on the right side of the screen.

For detailed information on using MRI Simmons Insights, visit the guide here

Ohio University's library also maintains an excellent guide on using MRI Simmons Insights. (But please don't contact their business librarian for assistance!)


Step 1: To access Crosstab, choose the Essentials tab from the menu at the top of the screen. Then, choose the menu option for Crosstab.


MRI Simmons menu ribbon with Essentials tab highlighted. Crosstab option highlighted.



Step 2: Here, the main Crosstab screen will be displayed. Note that the flow of the tool moves from left to right.


MRI Crosstab Screen displayed with search bar, definitions, and Boolean logic field highlighted.


Step 3: Search for criteria using the search bar at the top of the tool, or choose criteria by using the dropdown menus in the box on the left side of the screen.


MRI Simmons Crosstab with dropdown menu options highlighted. Search bar highlighted.

To search for consumer information in Passport Express, choose the "Consumers" tab at the top of the screen. Here, you will be able choose from options to Explore Analysis, Explore Statistics, or view consumer data Dashboards.

Passport Express main menu ribbon displayed with "Consumers" option highlighted

To locate consumer information in Statista, choose the "Reports" tab at the top of the screen. Then, choose the option for "Consumer & Brand Reports" from the list of options.

Statista main menu ribbon displayed with "Reports" option highlighted. List of options displayed with "Consumer & Brand Reports" highlighted

Here, you will find more information about consumer preferences and insights for various industries, including full dossiers and brand reports.

Census Information