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RKMA Marketing Research Handbooks

Logo of RKMA Marketing Research Handbook

Richard K. Miller & Associates (RKMA) publishes 12 biennial business reference handbooks focused on marketing and the consumer marketplace.

Each handbook includes market assessments and forecasts, sector trends, profiles of market leaders, and statistics. In addition to in-depth analyses, the handbooks include links to hundreds of websites for additional information. The descriptions below are quoted from the RKMA website. Online versions of these reports accessible to UMD faculty, students and staff via the links found in each description.

Table of Contents:

Business-to-Business Marketing 2020-2021 4th edition

Presents statistics on B2B spending, comparisons of the effectiveness of marketing tactics, surveys of marketers and end-users, plus analyses of trends in the B2B marketplace. Topics include analytics, B2B media advertising, B2B e-commerce, behavioral marketing, business directories and databases, content marketing, creating customer awareness, customer relationship management, direct marketing, distribution channels, email marketing, engagement, event marketing, integrated marketing communications, lead generation, lead management, lead nurturing, marketing automation, mobile marketing, networking, online video, organic and paid search, sales staff, social media marketing, sponsorships, sports marketing, software tools, trade show marketing, website traffic, and more. Over 1,200 website link—embedded into the electronic edition—will direct you to additional market research and other resources. The companion handbook, Consumer Marketing 2020-2021, focuses on the B2C market.

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Consumer Behavior 2021-2022
14th edition

Presents dozens of surveys analyzing consumer spending characteristics, behavioral responses, and preferences. Easy-to-read summaries of current research and other information useful for retailers, marketers, advertisers, and business consultants are presented. The demographics chapters present valuable insight into 25 segments, including the Hispanic, African-American, Asian-American, Baby Boomer, Generation X, Millennial, Gay & Lesbian, Affluent, and other consumer groups.
Over 650 links—embedded into the electronic edition—will direct you to additional market research and other resources. 

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Consumer Marketing 2020-2021
6th edition

Assesses leading approaches for marketing to consumers from media advertising to social media marketing, from direct mail to email, and from customer service to experiential marketing.

Consumer Marketing 2020-2021 categorizes consumer marketing tactics into 52 topics, each presented in a separate chapter. Current market research and statistics, an analysis of effectiveness, surveys of marketers and consumers, and discussions of trends are presented for each. The handbook also examines overall marketing strategies including analytics for ROI, budget distribution, and prioritization.

Select topics include behavioral targeting, big data, branding, buy American initiatives, cause marketing, celebrity endorsements, consumer segmentation, consumer tracking, content marketing, customer engagement, customer relationship management, green marketing, lead generation, loyalty programs, market research, out-of-home advertising, place-based video advertising, sampling, shopper (in-store) marketing, sponsorships, sports marketing, and word-of-mouth. Over 1,200 links—embedded into the electronic edition—will direct you to additional market research and other resources.

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Consumer Use Of The Internet & Mobile Web 2020-2021
 5th edition

Provides insight into the 207 million U.S. adult Internet users, assesses online activities and content, e-commerce spending, mobile access to the web, digital advertising, and more.

Internet and mobile-media market data are scattered throughout a myriad of sources. This handbook compiles top-line consumer Internet use and expenditure data into a single easy-to-use reference, with information sourced from top research organizations. Market data is presented along with analyses of trends and projections on how Internet use will evolve. The handbook also assesses mobile Internet access and apps.

Select topics include accuracy of online information, blogs, consumer reviews, digital music, digital video, gaming, photo sharing, privacy concerns, security concerns, social media user demographics, and the Internet of Things. Among the statistics presented are monthly traffic visits for over 3,500 consumer websites. Along with top-line data, the handbook provides over 2,000 links to additional resources for more in-depth assessments.

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Entertainment, Media & Advertising Market Research Handbook 2021-2022  17th edition

Media and advertising market data are scattered through a myriad of sources. This handbook compiles top-line data into a single easy-to-use reference. Segments covered include filmed entertainment, home entertainment, live performances, local advertising, magazines, mobile media, news media, newspapers, outdoor advertising, place-based video advertising, radio, recorded music, television, the Internet, video games, and more.

Entertainment, Media & Advertising Market Research Handbook 2019-2020 profiles a range of sectors including ad agencies, advertisers, Internet properties, broadband and mobile service providers, multichannel operators, TV networks, radio stations, newspapers and magazines, film studios, music recording labels, and social networks.

This resource also provides discussions on market trends, guidelines for demographic-focused advertising, and over 700 links to additional resources.

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Healthcare Business Market Research Handbook 2021-2022
21st edition

Expanded to 552 pages and 145 chapters. The handbook presents a comprehensive analysis of the $3.2 trillion U.S. healthcare marketplace with the most recent statistics and data available.

Healthcare business and market data are scattered through a myriad of sources. The value of the handbook is that it compiles top-line data into a single easy-to-use reference, with information sourced from over 70 professional organizations, federal health agencies, top market analysts, and news sources. The handbook includes assessments and discussions on topics such as quality and patient safety, electronic health records, patient satisfaction, health plan ratings, Medicare and Medicaid, prescription drug use, top issues confronting hospitals, and more.

Over 900 links—embedded into the electronic edition—will direct you to additional market research information and other resources.

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International Consumer Markets 2020-2021
4th edition

Total annual global consumer spending tops $46.4 trillion. This market is assessed by region, country, and sector in International Consumer Markets 2020-2021. The scope of the global consumer includes wealth, discretionary spending, spending on luxury goods and growth in the middle class. Analyses also include global cities, emerging economies, and urbanization.

International Consumer Markets 2020-2021 assesses the following sectors:

  • $17.3 trillion retail market
  • $ 7.8 trillion travel & tourism sector
  • $ 7.1 trillion spending for healthcare and pharmaceuticals
  • $ 6.5 trillion spending worldwide for food and beverages
  • $ 2.8 trillion restaurant and foodservice sector
  • $ 1.6 trillion e-commerce sales
  • $ 0.7 trillion entertainment & media market

Profiles of global market leaders are presented and over 900 links— embedded into the electronic edition—will direct you to additional market research and other resources. Appendices provide contact information for hundreds of market resources.

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Leisure Business Market Research Handbook 2021-2022
8th edition

The annual U.S. leisure market is assessed at $2.5 trillion.  Fueled predominantly by Baby Boomer spending, significant growth in the leisure marketplace is expected for the foreseeable future.

Leisure Business Market Research Handbook 2019-2020 presents an in-depth assessment of leisure, examining the market within the scope of such topics as entertainment & amusement, cultural & creative activities, hobbies, lifestyle activities, and sports & recreation. In all, 95 unique segments of leisure are assessed, covering virtually every activity where consumers spend their non-working time and discretionary income. Most chapters provide statistics on participation and expenditures, market characteristics and trends, demographics, and a list of resources for further research.

This resource is designed to be of use to several business sectors. Those in leisure businesses will benefit from the in-depth analyses of leisure segments competing for consumers' time and discretionary spending. For the travel and tourism sector, the handbook suggests ways to match consumers' leisure interests with attractions and activities. Retailers and service providers will identify underserved and under-marketed segments in this marketplace of literally hundreds of niches. Advertisers will gain insight on how to reach consumers through their passion for their favorite leisure activities and hobbies.

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Restaurant, Food & Beverage Market Research Handbook 2020-2021
18th edition

With a thorough and in-depth analysis of the $700 billion restaurant and foodservice industry, this handbook provides consumer spending data, market forecasts, trends assessments for all segments, and more. The trends assessments include discussions of consumer behavioral trends, menu trends, daypart analysis (including snacks and late-night), and more.

Comprehensive demographic data for all dayparts at full-service and quick-service restaurants, as well as an analysis of restaurant spending in each state and dining statistics for metropolitan areas are provided.

The handbook assesses consumer spending when dining out, discusses restaurant strategies for sales growth, and identifies market opportunities brought on by changing consumer behaviors. Over 900 links are included in the handbook to guide you to additional resources.


Restaurants: Impact Of The Pandemic October 2020; 115 pages.

The restaurant industry lost $120 billion through the first three months of the COVID-19 pandemic and is forecast to sustain $240 billion in losses by the end of 2020. Restaurants: Impact of the Pandemic quantifies the impact from both the consumer and business perspective. Assessment is made for restaurant brands, full-service and limited service sectors, and college campus foodservice. Month-by-month revenue data provides a baseline for research studies and strategic planning. Survey findings provide insight into anticipated post-pandemic changes in consumer dining behaviors and shifts in spending.

Restaurants: Impact of the Pandemic assesses the growth in carryout and delivery, increases in alcoholic beverage service, ghost kitchens, innovations in drive-thru service, new emphasis in restaurant design, and more. Menu preferences during the pandemic are assessed nationally and state-by-state. Outdoor dining is also discussed. Chapter 17: Restaurants of the Future presents changes in the marketplace brought on by the pandemic.


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Retail & E-Commerce: Impact Of the Pandemic October 2020; 108 pages.

The pandemic has caused major shifts in consumer behaviors and retail spending. Retail & E-Commerce: Impact of the Pandemic provides an in-depth assessment of how the U.S. retail marketplace evolved since the stay-at-home phase of the pandemic in March 2020 through the initial recovery phase in Fall 2020. The assessment also points to new directions the U.S. retail sector will take going forward.

 Retail & E-Commerce: Impact of the Pandemic examines 10 retail segments with month-by-month sales data, foot traffic statistics, and shopping trends. Analysis of trends includes back-to-school spending, Buy Online, Pickup In Store (BOPIS), delivery services, buy local initiatives, and more. The impact of the pandemic on malls and shopping centers is also assessed.

Retail & E-Commerce: Impact of the Pandemic also examines the impact of the pandemic from the consumer perspective. Analysis of trends includes spending shifts driven by increased at-home activities.The coronavirus pandemic put e-commerce at the forefront of retail as statewide lockdowns, store closures, and the fear of contracting the coronavirus deterred consumers from shopping in stores. Retail & E-Commerce: Impact of the Pandemic quantifies the evolution of e-commerce with monthly sales data and assessments by product category and customer demographic.


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Retail Business Market Research Handbook 2021-2022
19th edition

This handbook provides comprehensive retail market data and analyses in these sectors:

  • Year-end and historical market data by sector
  • Trends and current business activities
  • Discussion of emerging e-commerce, mobile commerce, and social commerce markets
  • Review of the financial performance of market leaders
  • Retail brand valuations
  • Assessment of retail shopper satisfaction
  • Profile of malls and shopping centers
  • Assessment of consumer packaged goods, health/beauty/cosmetics, home furnishings, licensed merchandise, and luxury brands
  • Holiday, back-to-school, and back-to-college spending data
  • In-depth analysis of supermarket and drugstore segments
  • Analysis of the bridal and wedding market

Over 800 links—embedded into the electronic edition—provide access to additional market research and other useful resources.

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Sports: Impact of the Pandemic October 2020; 90 pages.

The pandemic has completely disrupted the $430 billion sports business in the United States: postponed and cancelled games and events, games being played in bubbles, fragmentation of the fan base, disruption of sports marketing and media, vacant arenas and stadiums, and billions of dollars in financial losses. Sports: Impact of the Pandemic quantifies these impacts, providing guidance for the industry to move forward.

Sports: Impact of the Pandemic assesses the impact, activities during the pandemic, and schedule revisions for each of the major league sports, collegiate sports, golf, horse racing, motorsports, tennis, the Olympic games, and more. Providing insight into the fan base, Sports: Impact of the Pandemic presents consumer surveys, assesses media use during the pandemic, and projects how fans will return to sports post-pandemic.

Sports: Impact of the Pandemic is an essential reference for academic libraries that support a sports management curriculum and an important resource for strategic planning by executives in sports businesses.

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Sports Marketing 2020-2021
19th edition

Provides the most recent statistics and data available. This assessment of the $431 billion sports marketplace includes 63 categories of spectator sports, 11 marquee sports events, 116 major league sports franchises, advertising, sports participation, sporting goods, sports-related travel, golf, tennis, collegiate sports, women's professional sports, and the minor leagues. Sports marketing topics include sports broadcasting and advertising, periodicals, sports online, mobile media, licensing, sponsorships, and athlete endorsements.

Over 1,700 links—embedded into the electronic edition—will direct you to additional market research and other resources important to the sports business marketplace.


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Travel & Tourism: Impact of the Pandemic October 2020; 98 pages.

The economic impact of the coronavirus pandemic on the travel sector is projected to reach $500 billion by year-end 2020. Lost federal, state and local taxes and revenue related to travel are estimated at almost $100 billion. The travel industry is not expected to recover to pre-pandemic levels until 2024.

Travel & Tourism: Impact of the Pandemic assesses and quantifies the impacts on businesses in the hospitality sector, cultural activities, the transportation sector, and tourist attractions. The analyses includes assessments of the impacts on hotels, business travel, leisure travel, tourist destinations, casinos, college towns, cruises, road travel, international travel, and more.

Survey findings in Travel & Tourism: Impact of the Pandemic present consumer expectations for cleanliness and hygiene, accommodating social distancing, and protecting their health and welfare when they travel. How hospitality, tourist attractions, and transportation businesses are accommodating these expectations is also analyzed.

Travel & Tourism: Impact of the Pandemic is an essential reference for academic libraries that support a travel and hospitality management curriculum and an important resource for strategic planning by executives in all travel-related businesses.

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Travel & Tourism Market Research Handbook 2021-2022
17th edition

Previous editions were used by virtually all major CVBs, most state travel offices, and dozens of corporations in all sectors of the travel and tourism industry. The handbook is also used as a reference by most colleges and universities with a hospitality, hotel management, or tourism curriculum. And this market research handbook has been used as a strategic business planning resource by executives in dozens of hotel corporations, travel companies, and tourism business. 

With a thorough and in-depth assessment of the travel market, this report covers such key topics as air travel, business travel, arts tourism, beaches, cruises, cultural and heritage tourism, economic impact of travel, fairs and festivals, hotels and resorts, leisure & family travel, nightlife, parks, performing arts, recreational activities, seasonal travel, spas, spectator sports, theme parks, traveler shopping, and more.

The handbook presents tourist visitor and expenditure statistics for each state, major cities, and tourist destinations, based on surveys by RKMA.

Travel & Tourism Market Research Handbook 2019-2020 includes Hotels & Resorts, previously published as a separate annual reference handbook by RKMA. Ten chapters in the 2019-2020 edition provide the current data and assessments on hotel brands, city-by-city data, construction and supply growth, corporate profiles, management companies, occupancy and rates, segmentation, timeshare, and valuations.

Over 3,500 links—embedded into the electronic edition—will direct you to additional market research information and other resources.

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U.S. Cities & Communities
  Special Edition ©2021
PART I: POPULATION & ECONOMICS -- 1. Metropolitan Statistical Areas -- 2. Metropolitan Economic Profiles -- 3. Micropolitan Statistical Areas -- PART II: SECTORS -- 4. Media -- 5. Restaurants -- 6. Sports -- 7. Travel & Tourism -- PART III: ACTIVITIES -- 8. Casinos -- 9. Dining out -- 10. Gardening -- 11. Music Concerts -- 12. Spectator Sports -- 13. Travel -- PART IV: POPULATION HEALTH -- 14. General Health -- 15. Exercise -- 16. Overweight & Obesity -- PART V: COMMUNITIES -- 17. All-American Cities -- 18. Great Places -- 19. Historic Communities -- 20. Retirement Communities -- 21. Small Towns -- 22. Star-rated Communities -- 23. Population Centers of U.s. Affluence -- PART VI: BEST CITIES -- 24. Best Cities to Live -- 25. Best Cities to Retire -- 26. Best-managed Cities -- 27. Fastest-Growing Cities -- 28. Healthiest Cities -- 29. Lowest Cost of Living -- 30. Most Diverse Cities -- 31. Most Educated Cities -- 32. Pandemic Recovery -- 33. Personal Well-Being -- 34. Singles Ratios -- 35. Tourism

Last Update: November 10, 2020

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Compiled by Jim Vileta
former Business Librarian

Need books, media or classroom instruction? Contact Kim Pittman.

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