Skip to Main Content

Gabelli Sophomore Consulting Challenge (CCIP): 9 - Demographics, Consumer Research, Advertising, Industry

This guide has been created for students enrolled in the Gabelli Sophomore Consulting Challenge course. It is designed to supplement the submission assignment handouts and course blackboard content.

Mergent Intellect - A separate database from Mergent Online

Contrast the Mergent Intellect First Research report to the S&P CFRA Industry Survey and other industry reports. How are similar? How do they differ?

Image of the Mergent Intellect database with red circles around the First Research, Key Business Ratios, and Demographics options.

Image of the Mergent Intellect database with red circles around the First Research, Key Business Ratios, and Demographics options.

First Research Reports

First Research Reports

Image of the First Research section of the Mergent Intellect database.

Image of the First Research section of the Mergent Intellect database.

Image of the Industry search within the First Research section of the Mergent Intellect database.

Image of the Industry search within the First Research section of the Mergent Intellect database.

 

Image of the Industry Report within the First Research section of the Mergent Intellect database.

Image of the Industry Report within the First Research section of the Mergent Intellect database.

Advertising Data Sources

Curious about how your company spends its advertising budget?  Try the Winmo database (media spend data provided by Kantar Media): 

Check out this Getting Started with Winmo video for a quick overview of what is available in the database and how to search.

 

Image of a company profile within the Winmo database, with a red arrow pointing to the Media Spend data.

Image of a company profile within the Winmo database, with a red arrow pointing to the Media Spend data.

 

Image of a company profile within the Winmo database, showing the expenditures by media type per year on advertising.

Image of a company profile within the Winmo database, showing the expenditures by media type per year on advertising.

Polling Data

RKMA & New Strategists Publications

Search RKMA or "New Strategist Press" in the library catalog to find resources on consumer behavior. 

Reference & Instruction Department

Reference & Instruction Department
Fordham University Libraries


Walsh Library  ♦  Rose Hill Campus  ♦  718-817-3586   
Quinn Library  ♦  Lincoln Center Campus  ♦  212-636-6050   
Fordham Westchester Library  ♦  Fordham Westchester Campus  ♦  914-367-3061 

library@fordham.edu   ♦   text 71-TXTX-1284 ♦ 
Ask a Librarian (Chat)