Conducting Marketing Research

Demographics

Finding information about a consumer is one of the most difficult aspects of marketing research. The best resources are professional market research reports that companies contract when doing any analysis. These reports can be quite pricey. Alternatives include contacting trade associations as well as statistics resources.


Population Demographics

Consumer Spending and Purchasing Power

Consumer Lifestyles and Attitudes

Census/Business

Trends

Database Search Terms

Catalog Search Terms

Population Demographics

On the U.S. Census site:

Census 2000

Used as a distribution source for Internet materials from the Census Bureau, this homepage contains population, business, and economic data in a variety of formats.

• American Community Survey (ACS)
  Replacing the Census Long Form, this survey samples the American population on an ongoing , rotating basis. Data from the ACS is available via Factfinder.
• American Factfinder
  Replacing the Census Long Form, this survey samples the American population on an ongoing , rotating basis. Data from the ACS is available via Factfinder.
• Population and Household Economic Topics
  This site offers links to statistics on topics such as population projections, children, computer ownership and use, disability, grandparents, health insurance, language use, school costs, working at home, and numerous other population characteristics.
• County and City Databook
  The most comprehensive source of information about the individual counties and cities in the United States. Files contain a collection of data from the U.S. Census Bureau and other federal statistical bureaus, governmental administrative and regulatory agencies, and private research bodies.
• State and Metropolitan Area Databook 2006
  Features more than 1,500 data items for the United States and individual states, counties and metropolitan areas from a variety of sources. Files contain a collection of data from the U.S. Census Bureau and other federal statistical bureaus, governmental administrative and regulatory agencies, private research bodies, trade associations, insurance companies, health associations, educational associations, and philanthropic foundations

• U.S. Counties in Profile
  Allows you to compare U.S. counties, or to retrieve data on population, housing, income, labor, employment, wages, or earnings by individual counties or states. It also has a "Peer Finder" function that allows you to find counties similar population or per capita income to the county you have chosen. Data is available for all 50 states and their counties. Web site created by Stats Indiana.
  
  
  

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Consumer Spending and Purchasing Power

Buying Power of Black America

This annual report provides a detailed look at African-American earning, including explanations of the varied definitions and types of income and city-by-city data on black income.

Consumer Expenditure Survey

The Consumer Expenditure Survey (CE) program consists of two surveys, the quarterly Interview Survey and the Diary Survey, that provide information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics. The survey data are collected for the Bureau of Labor Statistics by the U.S. Census Bureau.

ETI Drill Down Tool Kits

Find purchasing power statistics by Census Tract at this site by the University of Wisconsin-Milwaukee Employment and Training Institute.

Who's buying series - New Strategist

Search the Baker Catalog:

• Type: New Strategist in the catalog and change the library to: ALL
  
  
  These reference books offer detailed statistics derived from the Consumer Expenditure Survey. Representative titles include:

  Who's buying entertainment?
  Who's buying groceries?
  Who's Buying for Pets
  Who's Buying Household Furnishings, Service, and Supplies
  Who's buying for travel?

Consumer Lifestyles and Attitudes

CLR Search.com

Provides detailed demographic and economic information, population figures, and other statistical data on regions by ZIP code around the U.S. The CLRSearch.com search engine was created by a realtor, CLR Choice Realty, Inc., located in Palm Coast, Fla. The data itself is sourced from Nielsen, OnBoard Infomatics, government data, and other third parties. There are lots of sites on the web that provide detailed demographic and other statistical data on regions around the country, but this is one of the best. It’s extremely simple to use, superfast, covers virtually all ZIP codes, and quickly returns a great number of details, all neatly organized. For example, a ZIP code search retrieves data on population, crime, weather, race, income, households, education, occupations, assets, debt, and more. The data is also displayed so you can compare your selected region to benchmark data for state and country as a whole, which helps make sense of the raw data.

American Time Use Survey

The American Time Use Survey (ATUS) features the amount of time people spend doing various activities, such as paid work, childcare, volunteering, commuting, and socializing. Estimates show the kinds of activities people do and the time spent doing them by sex, age, educational attainment, labor force status, and other characteristics, as well as by weekday and weekend day. Produced by the U.S. Bureau of Labor Statistics.

Current Population Survey

The Current Population Survey (CPS) is a monthly survey of about 50,000 households conducted by the Bureau of the Census for the Bureau of Labor Statistics. The CPS is the primary source of information on the labor force characteristics of the U.S. population. Published data focus on those household members ages 16 and over. The sample provides estimates for the nation, states and other geographic areas. Estimates include employment, unemployment, earnings, hours of work, and other indicators. These are cross-referenced with demographic characteristics like age, sex, race, marital status, educational attainment, occupation, industry, and class of worker. Supplemental questions on topics including school enrollment, income, previous work experience, health, employee benefits, and work schedules are sometimes also included.

Marketing Charts

MarketingCharts and its partners keep tabs on a broad set of metrics in the marketing, advertising and publishing world - from the top 10 online retailers to ad spending by medium. This site features charts, with source data available in Excel format as well. Most datasets are updated at least once a month.

Radio Advertising Bureau Research Publications

The Radio Advertising Bureau collects all manner of information on the radio industry. Access in-depth reports like the "Marketing Guide and Fact Book" or "Media Facts" from this site.

StateMaster

Ranks and compares US states in an almost limitless variety of categories. The keyword-searchable site features data organized by subject; individual state profiles with accompanying facts and figures, including economic, industry, and labor stats; flags and maps; a discussion forum; and regularly updated features like "Stats in the News" and "Top Stats."

You Are Where You Live

Enter a 5-digit ZIP Code to find the top lifestyle groups for that neighborhood. Clusters describe segments of the population by predominant demographic and lifestyle features. TIP: From the main page, click the Zip Code Look-Up tab at the top of page.

Consumer, "Who we are", and American Generations Series Search the Baker Catalog:

Type: New Strategist in the catalog and change the library to: ALL.


These books provide information on specific population segments. Numerous tables give statistics on education, health, income, labor force, living arrangements, population, spending, and wealth. Particularly valuable are the sections with survey results on attitudes. Representative titles include:

American Generations: Who they are and how they live
American incomes : demographics of who has money
American marketplace : demographics and spending patterns
American Men: Who they are and how they live
American Women: Who they are and how they spend
Best customers : demographics of consumer demand
Household spending : who spends how much on what

Slide your mouse over the book jacket for more info and click on it to see the catalog entry.

Census/Business

On the U.S. Census site:

• Census Tract Maps
  These maps show the boundaries and numbers of the census tracts as well as the named features underlying the boundaries.
• County Business Patterns
  County Business Patterns is an annual series that provides county-level economic data by industry. Businesses use the data for analyzing market potential, measuring the effectiveness of sales and advertising programs, setting sales quotas, and analyzing competition. Among items available are total establishments, employment, annual payroll, first quarter payroll, and number of establishments by employment size.

Dismal Scientist

This is a subscription service produced by international experts at Moody's Economy.com. Providing a multitude of information, they offer a free 14-day trial. Sign up right before you plan to work on an assignment. Search by zip code to retrieve labor, demographic, income, and real estate statistical profiles.

Industry Snapshots

Provides the results of the last two U.S. Economic Censuses (2002 and 2007) in simple-to-read graphs and tables. Data collected includes total receipts, payroll, total employment, and number of establishments, categorized by two- and three-digit NAICS (North American Industry Classification System) industry codes. Contains mountains of business, financial, and industry- related information available from the Bureau of the Census. This site is particularly appealing because it contains very current data, including results from the newest 2007 Economic Census; it’s also so simple to use and to view results.

Site Selection

This is "the magazine of corporate real estate strategy and area economic development." It features demographics, articles, and case studies on site selection & development. Free registration is required for access to some resources.

Zapdata.com

This site provides market analysis reports of industries and companies by metro area and state.

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Slide your mouse over the book jacket for more info and click on it to see the catalog entry.

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Trends

• Advertising Age
  • Monthly magazine that provides analysis of trends, issues and events that shape consumer markets. Merged with American Demographics in 2004. Available in full text from:
    Academic Search Premier
    Business Source Premier
    Lexis/Nexis Academic
    ABI Complete
• Census Scope
  CensusScope is an easy-to-use tool for investigating U.S. demographic trends, brought to you by the Social Science Data Analysis Network (SSDAN) at the University of Michigan. With eye-catching graphics and exportable trend data, CensusScope is designed for both generalists and specialists.
• Demo Memo
  This blog is great for the trendwatcher or anyone who wants to learn about the latest demographic trends and data. The author is the editorial director of New Strategist Publications, and the former editor-in-chief of American Demographics magazine and The Boomer Report.
• Seasons of Business: The Marketer's Guide to Consumer Behavior
  In this entertaining and useful guide to seasonal marketing, Waldrop (research editor, American demographics magazine) examines, for every month, the primary marketing events, participation in sports and leisure activities, health-care issues, and personal attitudes. She explains which demographic groups are the principal players and which consumer concerns are most pressing.

Database Search Terms

Catalog Search Terms