Business: Sacramento Area Market Research

Identifying Competitors
Demographics
Buying Power Indices
Profiling the Target Customer

Advertising
Journal Articles
More Sacramento Market Web sites

D&B Regional Business Directory Ref. HG 4057 C2 D856
Gives directory information for companies in Northern California. Find companies by industry, geography or name.

D&B Million Dollar Database
This database lists companies with sales greater than $9 million or 180 or more total employees. Search by city, zip code and/or industry. Provides directory information including address, management, number of employees, and estimated sales.
CSUS authentication required

LexisNexis Academic Universe
Provides directory information for small, private companies and detailed information for publicly traded companies. Click on Business on the left side of the screen. Then click Company Profiles to get to the company search screen. Searchable by a combination of industry, location, public/private, sales and/or number of employees.
CSUS authentication required

Northern California Business Directory Ref. HF 5065 C2 N6
Lists 21,000 companies in Northern California by product/service category, name, or geography. Provides directory information including address, management, number of employees, and estimated sales.

Directory of California Technology Companies Ref. HF 5065 C2 C28
Provides directory information including address, management, number of employees, and estimated sales for California's tech companies.

Top 25 Book of Lists - Sacramento Ref. HF 5065 S12 B8
Annual. Lists of top Sacramento business appearing in the Sacramento Business Journal.

California International Trade Register Ref. HF 5065 C2 C27
Index by SIC product and services codes of what California companies export to which countries or import from which countries.

Reference USA
Access to this database is available at any branch of the Sacramento Public Library or from any computer for Sacramento Public Library cardholders (library card number required for remote database access). Best resource for finding companies in the Sacramento or any other city/county/region in the United States. Search by a combination of industry, location, size, etc.

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American FactFinder http://factfinder.census.gov/home/saff/main.html?_lang=en
Premier US Census Bureau web site providing access to 2000 Census data. Some of the variables include the following which can be arranged by Census Tract within Sacramento County: Age & Sex, Households & Families, Housing Units, Housing Value, Owner & Renter Housing Costs, Population, Race, & Age, Income & Poverty, educational levels, etc. An easy way to start is to enter a street address.

Rand California
Rand California has historical (1970 -) to current demographic data for Sacramento County and for Sacramento MSA. Data included for these years are race, gender, age, immigration, education, health, etc. This is a good site for building tables of comparative demographic and other time series data for cities and counties in California (including Sacramento).
CSUS authentication required

California Demographics http://www.dof.ca.gov/html/Demograp/druhpar.htm
"Single official source of demographic data for state planning and budgeting. " County Population Projections to 2020. Actual and projected birth rates by county.

California Economic Growth Ref. HC 107 C2 C272
Source for current and projected data on the economy of California by commercial, agricultural and industry sectors, foreign trade, employment & occupations, population, households, taxable sales, construction activity, along with a section on the prospects of four California regions including the Sacramento region. For more projections see California County Projections Ref. HC 107 C2 C268.

California: Cities, Towns, & Counties Ref. HA 265 C29
Concise demographic, up-to-date profiles of California municipalities and counties: population, race, households, labor & employment, income & poverty, public safety, municipal finance, school systems, etc. Convenient way to compare communities at a glance.

Counting California http://countingcalifornia.cdlib.org/about.html
Arranged by topics - geography (region, county, select cities, and state totals), title of the source or publication, or agency - this is a great place for finding demographic information for the Sacramento market.

MPA: Market Profile Analysis - Sacramento Ref. HC 108 S12 M55
Data tool for evaluating existing markets, locations and for proposed sites for stores and businesses. Information is arranged by county, zip code, or census tract.

State Profile: California Ref. HC 107 C2 C36
Know as Woods and Poole this is a very good printed source of demographic information on the Sacramento PMSA.

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Community Sourcebook of County Demographics Ref. HA 203 S65
Updated annually this resource has a "Spending Potential Index" for Sacramento County measuring the level of Consumer spending against national averages. For Sacramento it also contains the Distribution of Household Income Distribution (%), the Average Disposable Income by Age of Householder, Projection to the Year 2005 of the Number of Households and Families, and Median Household Income. Population, Racial, Hispanic Origin, Age Distribution, Median Age, and the ratio of Males/Females are also given for Sacramento County.

Community Sourcebook of Zip Code Demographics Ref. HA 203 S66
Updated annually. Provides the same data as the source above except by zip code.

Survey of Buying Power Ref. HC 110 C6 S85
An annual publication of Sales & Marketing Management, this provides the rankings for 323 geographic areas (including Sacramento) and 210 broadcast markets for categories such as Total Effective Buying Income (EBI), Median Household EBI, Households with $150K EBI, Total Retail Sales, Sales in Many Product Lines (13), Total Number of Businesses, and a Buying Power Index.

California Retail Survey Ref. HF 5429.4 C2 C3
Annual statistics of retail sales in all California County and major Cities with comparative rankings such as performance rank, growth persistence, sales rank, % of statewide sales, per capital income rank, etc. Time series data for 12 years of retail sales and retail outlets. Retail sales per household along with sales per retail outlet by type are given.

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Lifestyle Market Analyst Ref. HF5415.3 L5
Annual publication providing a combination of demographic and lifestyle interests for geographic areas including Sacramento.

New Strategist publishes a variety of books with consumer demographics based age, race, gender or other theme. While these do not specifically cover Sacramento, the information is useful for determining spending patterns in general.

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SRDS produces directories listing contact information and advertising rates various types of media. The magazine volume lists publications by product or subject. The radio volume also includes information on station format.

MRI+ http://www.mriplus.com
This web site offers contact and frequency information for magazines. It also includes circulation for selected magazines. Access to the some data via the Search feature and Top-Line reports is free with free registration. Access to the Mediamark Reporter is by paid subscription only.

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For articles on Sacramento consumers use the recommended databases listed below. For articles on marketing and consumers in general try databases listed on this page: http://db.lib.csus.edu/databases/index.php?categoryID=000004302&catName=Business+and+Management Database access is limited to current students, faculty, and staff of CSUS. Instructions for off-campus users are here: Off-Campus Access to Library E-Resources

Sacramento Bee
Has the full text of articles appearing in the Bee since 1986.

LexisNexis Academic Universe
Delivers full text coverage of California and national news from hundreds of newspapers and news wires. Do a Guided News Search and choose U.S. News in step 1. Choose California for step 2.

Sacramento Business Journal http://www.bizjournals.com/sacramento/
This online version has daily headlines and some of the week's top stories from the print version. Free registration is required.

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Sacramento Demographics

American Community Survey http://www.census.gov/acs/www/
The American Community Survey is a new nationwide survey designed to provide communities a fresh look at how they are changing. Replaces the long-form questionnaire in the census.

Sacramento Forecast Project http://www.csus.edu/indiv/j/jensena/sfp/
CSUS Professor Arthur Jensen's project of economic forecasts for North Central California including the Sacramento Metropolitan Statistical Area Forecast. Forecasts are available on unemployment, employment, and taxable sales.

SacSites http://www.sacsites.com/
Based on Geographic Information Systems technology, SacSites is an "interactive Internet-based mapping application which gives users quick and easy access to a range of valuable information about Sacramento and its geographic features. SacSites allows users to view, create, and print maps; perform site selection searches; develop custom demographic radius reports; access documents online; and find sources of capital for commercial or business development."

Sperling's Best Places http://www.bestplaces.net/
Compare Sacramento to any city within California (349) or the USA by people, economy, housing, health, crime, education, climate and transportation. Also, available are demographics on school districts and climate profiles.

Sacramento: Sources for Government, Statistics and Local Information http://library.csus.edu/guides/rogenmoserd/general/sacramento.html
Includes Sacramento government links under the headings Government, Law and City Planning and Statistics.

Electronic Map Library http://130.166.124.2/library.html
From the Department of Geography at California State University, Northridge this site provides geographic mapping of concentrations of the following measured demographic data for Sacramento County: Population, Citizenship (Foreign and Native Born, Naturalized Citizens and Non-citizens), Median Household Income, Poverty, and Education. Data is from 1990 US Census.

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Send questions, comments or suggestions to:
Anne Bradley
mailto:bradleya@csus.edu

Copyright@2005 Anne Bradley - California State University, Sacramento