Demographics: A Research Guide

Demographics are the characteristics of the population that influence consumption of products and services. Information to create demographic profiles originate from a variety of sources, both private and governmental. Characteristics include population trends, age, gender, race or ethnicity, education, income, crime rates, voting statistics, and occupations. Sources of information can be found readily in print and online sources. Researchers use this information in order to understand market trends to introduce new products or businesses to a group or geographic area. The terms and phrases listed in the subject headings below can be used to search for more materials in the library’s catalog and research databases. If you need further assistance, please ask a librarian.

Editor & Publisher Market Guide. New York: Editor & Publisher, 1924– . Annual. ISSN: 10820779.
Business and demographic data on 1,600 U.S. daily newspaper cities. Includes spending data and demographic trends.

Rand McNally Commercial Atlas & Marketing Guide. Chicago: Rand McNally, 1983– . Annual.
This atlas provides current information on demographics for marketing. Maps and tables show populations, income, and housing and sales data (with projections) for the United States.

Sourcebook of ZIP Code Demographics, 17th ed. Vienna, VA: ESRI Press, 2003. Annual. ISBN: 1589480570.
Provides detailed information about every ZIP Code and county in the United States. Contains more than 70 demographic variables including Census 2000 information and updated demographics, spending potential data, and business data for every United States ZIP Code and county.

American Community Survey
www.census.gov/acs/www/
Demographic, social, economic, and housing data for over 800 geographical areas in narrative and tabular formats.

American Factfinder
http://factfinder.census.gov
U.S. Department of Commerce statistics on population, housing, industry, and business. Includes the entire 2000 Census of Population and Housing.

Ersys
www.ersys.com
Statistical information on American cities and metropolitan areas in all fifty states, there is information on education, transportation, ethnicity, and more.

The International Data Base (IDB)
www.census.gov/ipc/www/idbnew.html
Computerized data bank that contains statistical tables of demographic and socioeconomic data for 227 countries and areas of the world.

Population Reference Bureau
www.prb.org
Provides worldwide population statistics.

School District Demographics
http://nces.ed.gov/surveys/sdds/index.asp
Provides access to school district geographic and demographic data useful for describing and analyzing characteristics of school districts, children, and K–12 education.

American Demographics. American Demographics; Dow Jones. Stamford , CT: Cowles Business Media, 1979– . Monthly.
Covers American demographics and consumer trends.

American Marketing Association
www.marketingpower.com
With over 38,000 members worldwide, AMA is the largest professional association for marketers. Provides relevant marketing information, journal publications, research, case studies, and the best practices in marketing.