COM 334 - Message Design

Semester and Year: 
Fall 2018
Course number: 
COM 334
Dr. Christine Willingham

COM 334 - Message Design

COM 500: Target Market Assignment

Using secondary market research, identify the current customer groups for craft beer. Include demographics (age, gender, income, education, etc.). Additionally, include (as you are able to determine through available research) psychographics, geographics and behavioristic profiles. As you use that information, you may also want to consider who the noncustomer groups are. What makes them different and why don’t they consume craft beer? Being able to identify customer and noncustomer groups, and what is important to them, will help you to design audience relevant messaging.

Recommended Websites

Nielsen Case Studies

Power Hour: Nielsen Shares Latest Craft Beer Consumer Insights

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Brewers Association

Brewers Association

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Demographic Data Resources

Below are resources containing demographic data on the national, state and local level.

Statistical Abstract of the United States

The Statistical Abstract is the best known and most popular single source of statistics on the social, political, and economic organization of the United States. This database is designed to serve as a convenient, easy-to-use statistical reference source and as a guide to statistical publications and sources.

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Log Into North Carolina (LINC) is an interactive data retrieval service containing historical information for over 900 data items and a variety of geographic areas within the state. Topics include population, labor force, education, transportation, revenue, agriculture, vital statistics, energy and utilities, and other topics for a variety of geographic areas within the state.

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State Data Center

North Carolina economic and population statistics, county profiles.

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Polling Data Resources

Below are sources containing opinion and polling data on various topics.


The largest collection of poll data anywhere—1935 to present, all US polling firms, broad topical coverage of opinions and behavior on social issues, politics, pop culture, international affairs, and more. International and US datasets available for immediate download.

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Market Research Resources

Below is a list of resources relating to Market Research. You may need to search using varying forms of your industry.

Keyword Examples: Craft beer or beer or alcoholic beverage.


Statista aggregates statistical information on over 60,000 topics from more than 18,000 sources, including market research institutes, trade organizations, scientific journals, government databases, and many other private and public resources.  

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Euromonitor's Passport database contains data for countries around the world covering consumer market sizes, market data & forecasts, consumer lifestyles, companies and brands, country risk and more.  Features millions of statistics and in-depth reports on 27 industries with demographic, macro and socioeconomic data and analysis on consumers and economies in 210 countries worldwide.

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Provides access to statistical information produced by the U.S. government, major international and intergovernmental organizations, professional and trade organizations, private companies, state government agencies, and universities. Create maps and reports from data. Compare and manipulate tens of millions of statistical data series available in the repository. Subjects include health, crime, population, finance, industry, marketing, and more.

Find guides on searching Data-Planet at 

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A comprehensive collection of Industry Market Research. IBISWorld is a powerful business tool to learn about existing clients or potential clients’ core industries of involvement & how changes to those industries can have an impact on you or your organization.

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Business Market Research Collection

Contains company, industry, economic and geopolitical market research with information from these sources: Hoover's Company Profiles - information about more than 40,000 global public and non-public companies including location, financials, competitors, officers, and more; OxResearch - succinct articles covering regional economic and political developments of significance from a network of 1,000 faculty members at Oxford, other leading universities, and think-tanks; Snapshots - market research overviews on 40+ industries and 40 countries.. Part of ProQuest Central.

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Business Insights: Global

Business Insights allows researchers to use in-depth information on U.S. businesses, industries, and products. The database includes

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