Marketing Research Guide
To Whom Are We Trying To Sell The Product?
Consumer Demographics and Psychographics.
After you have determined the nature of your client's activities as well as the utility and market position of their product, you must answer a second set of questions. Who will buy this product? How wealthy are they? Young or old? How educated? Urban dwellers? Where do they live? How much do they spend on similar products? To answer these questions, you will need to use demographic and psychographic information.
Demographic Information
Psychographic Information
Demographics and Psychographics of Specific Groups
Demographic Information
Demographics, the study of a population's objective characteristics, provide a picture of a group of people. Demographic information is usually obtained through a census and provides basic vital statistics on residents.
Government Demographic Sources
County and City Data Book [X] HA202.A36 2000
County and City Extra [X] HA203.C68 2006
Facts about Boston's Neighborhoods [X] HT177.B6 F3 1995
The Handbook of U.S.Labor Statistics [X] HD8064.A3 2005
Massachusetts Municipal Profiles [X] HA431.M37 2007
State and Metropolitan Area Data Book [X] HA202.S84 2006
Statistical Abstract of the United States [X] HA202.A75 2007
The primary digest of United States census data. Ask at the Reference Desk for the most recent edition.United States Census
New figures are continually added to this site.
Commercial Demographic Sources
Almanac of the 50 States [X] HA203.A5 2006
American Health: Demographics and Spending of Health Care Consumers [X] RA445 .A442 2007
American Incomes: Demographics of Who Has Money [X] HC110.I5 A447 2007
Ameristat
Population data culled from the U.S. Census by the Population Reference Bureau.Demographics USA (County Edition) [X] HF5415.1.D46 2005
Demographics USA (Zip Edition) [X] HF5415.3.D463 2004
This three volume set of demographic and consumption statistics details the characteristics and spending trends by county, metropolitan area, zip code, and TV market.DMA Test Market Profiles.Nielsen Station Index [X] HF5415.3.D52 1998
Provides audience demographic information on every Designated Market Area.Duncan's Radio Market Guide [X] HF6146.R3 D785 2002
Provides descriptions of 178 major and secondary radio markets.Editor & Publisher Market Guide [X] PN4700.E251 2007
Provides thumbnail sketches of towns and cities in the US with local newspapers.The First Measured Century: An Illustrated Guide to Trends in America, 1900-2000 [X] HN60.C38 2001
Handbook of Demographics for Marketing & Advertising [X] HC110.C6 L388 1994
Latin American Advertising, Marketing & Media Sourcebook [X] HF6182.L29 L374 1995
Media, advertising and marketing information for South America and Mexico.Mapping Census 2000: the Geography of US Diversity [X] G1201.E25 B7 2001
MarketResearch.com Academic
Includes reports with demographics and psychographics.Rand McNally Commercial Atlas and Marketing Guide [X] G1019.R22 2000
Regional Markets [X] HA214.E94 1999 (2 vols.)
Examines population change at the regional, state, metropolitan and county level. Contains estimates and projections.Snapshots Market Profiles
Demographics and market profiles for 210 DMAs. In Library Use Only. See Reference Librarian for password.The Sourcebook of ZIP Code Demographics [X] HA203.S66 2002
Provides detailed profiles of the population, housing, socioeconomic, income and buying power characteristics at the ZIP Code level.State Rankings: A Statistical View of the 50 United States [X] HA203.U17 2006
A Statistical Portrait of the United States: Social Conditions & Trends [X] HA214.S84 1998
Television Yearbook 2000 [X] HF6146.T42 T44
Provides audience demographic information by Designated Market Area.World Almanac and Book of Facts [X] AY67.N5 W7 2007
Psychographic Information
Psychographics focus on such things as lifestyles, attitudes, and buying motives, and are more likely to be obtained by means of a survey. Although many statistical sources focus on one or the other, some provide mixtures of demographic and psychographic information. Together they will enable you to match your product with a market.
American Attitudes: Who Thinks What About the Issues That Shape Our Lives [X] HN90.P8 A52 2000
The American Marketplace: Demographics and Spending Patterns [X] HA214.A62 2007
American Time Use: Who Spends How Long at What [X] HD69 .T54 A45 2007
Best Customers: Demographics of Consumer Demand [X] HC79.C6 B47 2005
Customer profiles for hundreds of individual products and services.Best of Health: Demographics of Health Care Consumers [X] RA445.W45 2000
The Clustered World [X] HN59.2.W449 2000
Compiles a portrait of Americans by "clusters" rather than by traditional demographic characteristics.Consumer Dimensions [X] HC110.C6 C562 2000
Consumer buying patterns for products and services.Consumer USA [X] HC101.C744 1999
Gallup Poll [X] HN90.P8 G34
1978-2001 in print and 1935-1997 also available on CD-ROM in the Library. Recent polls and blogs are available on the Gallup Organization's website.Household Spending: Who Spends How Much on What [X] HC110.C6 O35 2006
The Lifestyle Market Analyst [X] HF5415.3.L5 2006-7
Traditional demographic measurements such as income, race and age are indexed against lifestyle activities, hobbies and interests.MarketResearch.com Academic
Includes reports with demographics and psychographics.MRI: Mediamark Research [X] HF5415.3 M43 1998
MRI is a 22 volume set that contains two media volumes and 20 product volumes. The media volumes cover magazine total and qualitative audiences; product volumes contain usage data on consumer products and services such as automobiles, credit cards, and travel. Some of this usage data is broken down by brand name, which makes it possible to estimate market shares for particular products or services. Product volumes also contain demographic data on the users of these products or services.Mediamark Reporter (you must register with your Emerson email address to use)
Demographic and marketing information based on a national survey of the demographics, product usage, and media exposure of teenagers and adults in the 48 contiguous states. Mediamark Reporter, 2006 version, is the electronic equivalent of the MRI books. It allows you to sort and download the data into spreadsheet format. The database includes local market reports for major cities including Boston.Polling the Nations 1986 to present.
Survey results from professional polling organizations, television networks and newspapers.Qualitap
Scarborough data on media outlets, lifestyles, and shopping habits for the Boston area. Correlates demographic profiles, media habits, and product usage in easy-to-read visual reports. Available only in Library.Research Alert Yearbook [X] HF5415.3.R47 1995-2007
A summary of the most significant marketing research published during the past year. Excellent for a summary of consumer attitudes and behavior in categories such as "gay and lesbian," "women," "youth," and "online." Also a great way to study trends in marketing.Roper Center for Public Opinion Research available through LexisNexis Academic
Select "News" from the top menu then "Roeper Center for Public Opinion Research" from the right side of the screen.Simmons Market Research Bureau: Studies of Media and Markets [X] HF5415.3.S78 1994
A 34-volume set consisting of an 8-volume Media Series which links media usage to audience characteristics, and a 26-volume Product Series that links media usage to product consumption. This print edition has ceased and the latest edition is 1994. For more in-depth information on how to use Simmons, see the Technical Guide ([X] HF 5415.3 S79 1994). Printed instructions are also available at the Reference Desk.Simmons: Choices 3. CD-ROM. Ask at the Reference Desk.
TableBase
Correlates demographics, media use and consumer behavior. How many men who play tennis read Time rather than Gourmet? Do regular newspaper readers take more aspirin in a year than heavy TV viewers? What percentage of the viewers of NYPD Blue made a stock transaction in the last six months? Choices 3, 2000 version, is the electronic version of Simmons. It allows you to customize and refine your criteria and presents the results in a spreadsheet. Ask at the Reference Desk for the user's manual. Printed instructions are also available at the Reference Desk.2005 Entertainment, Media & Advertising Market Research Handbook [X] HF5415.2 .W37 2005
Who’s Buying Alcoholic and Nonalcoholic Beverages [X] HC110 .C6 A43 2006
Who’s Buying Apparel [X] HC110 .C6 A66 2006
Who’s Buying at Restaurants and Carry-outs [X] HC110 .C6 R47 2006
Who’s Buying Entertainment [X] HC110 .C6 E58 2006
Who’s Buying: Executive Summary of Household Spending [X] HC110 .C6 E94 2006
Who’s Buying for Pets [X] HC110 .C6 P48 2006
Who’s Buying for Travel [X] HC110 .C6 T738 2006
Who’s Buying Groceries [X] HC110 .C6 G76 2006
Who’s Buying Health Care [X] HC110 .C6 H43 2006
Who’s Buying Household Furnishings, Services, and Supplies [X] HC110 .C6 H68 2006
Who’s Buying Information Products and Services [X] HC110 .C6 I54 2006
Who’s Buying Transportation [X] HC110 .C6 T73 2006
Demographics and Psychographics of Specific Groups
Age
Americans 55 & Older: A Changing Market [X] HQ1064.U5 O43 2004
American Generations: Who They Are, How They Live, What They Think [X] HC110.C6 M584 2005
The Baby Boom: Americans Born 1946-1964 [X] HN60.R868 2006
Generation X: Americans Born 1965-1976 [X] HC110.C6 G46 2006
The Millennials: Americans Born 1977-1994 [X] HQ796.M4797 2006
Statistical Handbook on Adolescents in America [X] HQ796.S8237 1996
Statistical Handbook on the World's Children [X] HQ767.9.K38 2002
Statistical Record of Children [X] HQ767.8.S73 1994
2005 Entertainment, Media & Advertising Market Research Handbook [X] HF5415.2 .W37 2005
Who’s Buying by Age [X] HC110 .C6 W4 2006
Gender
All About Women Consumers [X] HC110.C6 A45 2002
American Men: Who They Are & How They Live [X] HQ1090.3.A457 2006
American Women: Who They Are & How They Live [X] HQ1421.A486 2006
Statistical Handbook on Women in America [X] HQ1420.T34 1996
Statistical Record of Women Worldwide [X] HQ1150.S73 1991
Internet Users
ClickZStats
Daily reports on the latest research for marketers and a comprehensive catalog of the most recent surveys and statistical reports.Global Internet Statistics
Estimated figures for the number of people online in each language.Pew Internet and American Life Project
Searchable database of reports on Internet use.U.S. Census Bureau: Computer Use and Ownership
Data and reports on computer use in the US.
Living Arrangements
Statistical Handbook on the American Family [X] HQ536.S727 1999
Race, Ethnicity and Religion
American Jewish Yearbook [X] E184.J5 A6 1995
Black Americans: A Statistical Sourcebook [X] E185.5.B512 2007
Hispanic Americans: A Statistical Sourcebook [X] E184.S75 H5655 2007
Hispanic Market Handbook [X] HC110.C6 V347 1995
Racial and Ethnic Diversity [X] E184.A1 R78 2002
Statistical Handbook on Racial Groups in the United States [X] E184.A1 H417 2000
Statistical Record of Asian Americans [X] E184.O6 S73 1993
Statistical Record of Black America [X] E185.5 .S7 1990
Statistical Record of Hispanic Americans [X] E184.S75 S74 1993
Statistical Record of Native North Americans [X] E98.P76 S73 1993
2005 Entertainment, Media & Advertising Market Research Handbook [X] HF5415.2 .W37 2005
Who’s Buying by Race and Hispanic Origin [X] HC110 .C6 R33 2006
