Consumers & Market Segments

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Contents

[edit] 1 About This Page

This guide was created to provide a starting point for researching consumers and market segments. Some of the resources listed below are subscription databases and may only be accessed by current students, faculty, and staff of Bentley College. To see a full listing of library databases please visit the Bentley Library home page at http://library.bentley.edu.

[edit] 2 Consumer Demographics - General & Geographic

The sources below provide statistical data on people and populations.

[edit] 2.1 United States Census

  • American Fact Finder
    • Type of Resource: Web Site Web.jpg
    • This is the most comprehensive and detailed source for U.S. population, housing, economic, and geographic data. This site provides access to:
      • Decennial Census - taken every 10 years to collect information about the people and housing of the United States.
      • American Community Survey - an ongoing survey that provides data about your community every year.
      • Puerto Rico Community Survey - the equivalent of the American Community Survey for Puerto Rico.
      • Population Estimates Program - population numbers between censuses.
      • Economic Census - profiles the U.S. economy every 5 years.
      • Annual Economic Surveys - data from the Annual Survey of Manufactures and Nonemployer Statistics.

[edit] 2.2 Country Demographics

  • Population Reference Bureau
    • Type of Resource: Web Site Web.jpg
    • "PRB publishes the quarterly Population Bulletin, the annual World Population Data Sheet, and PRB Reports on America, as well as specialized publications covering population and public policy issues in the United States and abroad, particularly in developing countries." - Publisher
  • International Marketing Data and Statistics
    • Type of Resource: Reference Book Books.gif (REF HA42 .I56)
    • Euromonitor compendium of statistical information on the countries of America, Asia, Africa and Oceania.

[edit] 2.3 City, State or County Demographics

  • Demographics USA - County Edition
    • Type of Resource: Reference Book Books.gif (REF HF5415.1 .D26)
    • Provides data on population, effective buying income, retail sales, consumer expenditures, employment and occupations. Data is organized in a variety of ways, including state and regional summaries, Metropolitan Areas (MAs), Designated Market Areas (DMAs), and counties.
  • County and City Extra: Annual Metro, City and County Book
    • Type of Resource: Reference Book Books.gif (REF HA203 .C68)
    • Provides demographic information for every state, county, metropolitan area, congressional district, and for all cities with a population of 25,000 or more.
  • Editor and Publisher Market Guide
    • Type of Resource: Reference Book Books.gif (REF HF5905 .E38)
    • Provides statistical data for U.S. and Canadian cities publishing one or more daily newspapers. Data provided for each city includes information on its population, transportation facilities, number of banks and total value of deposits, principal industries, retail establishments, climate, and newspaper(s). Also provides census figures and estimates for retail sales, population, ethnicity, income, number of households, education, and housing values.
  • Commercial Atlas & Marketing Guide
    • Type of Resource: Reference Book Books.gif (REF G1019 .R22 Atlas Rack)
    • Provides population, economic and geographic data for the U.S. and includes many large-scale maps.

[edit] 2.4 Zip Code Demographics

  • The Sourcebook of Zip Code Demographics
    • Type of Resource: Reference Book Books.gif (REF HA203 .S66)
    • Provides population, income, and spending data. Organized by U.S. zip code.
  • Demographics USA - Zip Edition
    • Type of Resource: Reference Book Books.gif (REF HF5415.1 .D463)
    • Provides data on population, effective buying income, retail sales, consumer expenditures, employment and occupations. Organized by zip code.

[edit] 3 Market Segments

These resources cover demographic and market research on particular types of people, or people who share a certain lifestyle.

[edit] 3.1 General

  • Mintel Market Research Reports
    • Type of Resource: Library Database Database.jpg
    • Mintel offers market research reports (market segmentation is included in each market research report) and consumer lifestyle reports (detailed market segment information) covering US and International marketplaces.
    • Please Note: The first time you access Mintel you must register for an account using your Bentley College email address.
      • Click on "Register & Create your Profile". You MUST register using your @bentley.edu email address.
      • If you need assistance with this process please contact the Reference Desk, phone: 781.891.2301.
  • Lifestyle Market Analyst
    • Type of Resource: Reference Book Books.gif (REF DESK HF 5905 .S75)
    • Using profiles of more than 12 million households, this resource provides demographic, geographic and & lifestyle data for all 210 DMAs; lifestyle profiles; and consumer segment profiles.

[edit] 3.2 Gender

  • American Men: Who They Are & How They Live
    • Type of Resource: Reference Book Books.gif (REF DESK HQ1090.3 .A457)
    • Profiles by American men. Includes data on: attitudes, business, education, health, income, labor force, living arrangements, population, spending, and wealth.
  • 'American Women : Who They Are & How They Live
    • Type of Resource: Reference Book Books.gif (REF DESK HQ1421 .A486)
    • Profiles of American women. Includes data on: attitudes, business, education, health, income, labor force, living arrangements, population, spending, and wealth.

[edit] 3.3 Age

  • American Generations
    • Type of Resource: Reference Book Books.gif (REF DESK HC110 .C6 M545)
    • Compares and contrasts the demographics and spending patterns of five generations of Americans - World War II generations, Swing Generation, the Baby Boomers, Generation X, and the Millennials.
  • The Millennials : Americans Born 1977-1994
    • Type of Resource: Reference Book Books.gif (REF DESK HQ796 .M55)
    • Includes data on: attitudes & behavior, education, health, income, labor force, living arrangements, population, and spending.
  • Older Americans: A Changing Market
    • Type of Resource: Reference Book Books.gif (REF DESK HQ1064 .U5 A6455)
    • Includes data on: attitudes & behavior, education, health, income, labor force, living arrangements, population, and spending.
  • Generation X: Americans Born 1965 to 1976
    • Type of Resource: Reference Book Books.gif (REF DESK HC110 .C6 M544)
    • Includes data on: attitudes & behavior, education, health, income, labor force, living arrangements, population, and spending.
  • The Baby Boom: Americans Born 1946 to 1964
    • Type of Resource: Reference Book Books.gif (REF DESK HN60 .R84)
    • Includes data on: attitudes & behavior, education, health, income, labor force, living arrangements, population, and spending.

[edit] 3.4 Racial & Ethnic Groups

  • Racial and Ethnic Diversity: Asians, Blacks, Hispanics, Native Americans, and Whites
    • Type of Resource: Reference Book Books.gif (REF DESK E184 .A1 R78)
    • Detailed estimates and projections of the U.S. population by race and Hispanic origin.
    • Latest socioeconomic data on blacks and Hispanics.
    • Includes data from the American Time Use Survey, profiling the similarities and differences in how people allocate their time by race and Hispanic origin.

[edit] 3.5 Income

See also: #Consumption & Spending Patterns

  • American Incomes: the Demographics of Who has the Money
    • Type of Resource: Reference Book Books.gif (REF DESK HC110 .I5 A683)
    • Examines trends in the incomes of men and women by a variety of demographic characteristics. It includes an analysis of discretionary income and provides the latest data on the wealth/poverty of American households.

[edit] 3.6 Other

  • Americans and their Homes: Demographics of Homeownership
    • Type of Resource: Reference Book Books.gif (REF DESK HD7287.82 .U6 R87)
    • Discover who homeowners are by characteristics such as age, income, household type, race, Hispanic origin, and geographical residence. Also learn about their home`s heating, cooling, kitchen and laundry equipment, purchase price and value, housing costs, etc.
  • American Health: Demographics & Spending on Health Care Consumers
    • Type of Resource: Reference Book Books.gif (REF DESK RA445 .A447)
    • Focuses on health care consumers. Examines addictions, aging, alternative medicine, attitudes toward health care, births, deaths, disability, diseases and conditions, health care coverage and cost, health care visits, hospital care, mental health, sexual attitudes and behavior, and weight and exercise.
    • Includes data from the Medical Expenditure Panel Survey on health care spending by type of service.

[edit] 4 Consumption & Spending Patterns

  • Consumer Expenditure Surveys
    • Type of Resource: Web Site Web.jpg
    • From the Bureau of Labor Statistics, provides expenditure data organized by various demographic characteristics such as age, family size, race, income, etc.
  • Household Spending: Who Spends How Much on What
    • Type of Resource: Reference Book Books.gif (REF DESK HC110 .C6 034)
    • Based on unpublished data from the Bureau of Labor Statistics' Consumer Expenditure Survey, Household Spending examines Americans' spending on almost 1,000 products and services. Data is organized by age, income, household type, and geographic region.
  • Who`s Buying Reports
    • Type of Resource: Reference Books Books.gif
      • Who`s Buying Alcoholic and Nonalcoholic Beverages (REF DESK HD9348 .U5 W46)
      • Who`s Buying at Restaurants and Carry-Outs (REF DESK TX945 .W46)
      • Who`s Buying Entertainment (REF DESK GV53 .W46)
      • Who`s Buying for Pets (REF DESK SF414.7 .W46)
      • Who`s Buying for Travel (REF DESK GV155 .U6 W46)
      • Who`s Buying Groceries (REF DESK HD9321.4 .W46)
      • Who`s Buying Health Care (REF DESK RA410.53 .W46)
      • Who`s Buying Household Furnishings, Service, and Supplies (REF DESK HD9773 .U6 W46)
      • Who`s Buying Information Products and Services (REF DESK HE7601 .W46)
      • Who`s Buying Transportation (REF DESK HD9710 .U52 W46)
      • Who`s Buying: Executive Summary of Household Spending (REF DESK HC110 .C6 W56)
      • Who`s Buying by Race and Hispanic Origin (REF DESK HF5415.33 .U6 W46)
      • Who`s Buying by Age (REF DESK HF5415.32 .W46)
  • Best Customers: Demographics of Consumer Demand
    • Type of Resource: Reference Book Books.gif (REF DESK HC79 .C6 R87)
    • Based on data from the Bureau of Labor Statistics 2002 Consumer Expenditure Survey, Best Customers analyzes household spending on more than 300 products and services. It identifies which households spend the most on a product or service (the best customers) and which control the largest share of spending (the biggest customers).
  • American Incomes: the Demographics of Who has the Money
    • Type of Resource: Reference Book Books.gif (REF DESK HC110 .I5 A683)
    • Examines trends in the incomes of men and women by a variety of demographic characteristics. It includes an analysis of discretionary income and provides the latest data on the wealth/poverty of American households.
  • Survey of Buying Power
    • Note: Last Published in 2005
    • Type of Resource: Annual Periodical Available via Library Database: Years 1994-2005 available via ABI Inform Global (ProQuest) Database.jpg
    • Through 2005 this was an annual supplement to Sales and Marketing Management. Provided regional, state and metropolitan area data on population characteristics, retail sales and effective buying income.

[edit] 5 Consumer Lifestyles, Trends and Attitudes

  • Mediamark Reporter
    • Type of Resource: Library Database Database.jpg
    • Comprehensive demographic, lifestyle, product usage, and media data is based on survey of over 27,000 consumers.
    • Please Note: The first time you use Mediamark reporter you must register for an account using your Bentley College email address!
      • Click on "New User? Register for a Free Account". You MUST register using your @bentley.edu email address!
      • If you need assistance with this process please contact the Reference Desk, phone: 781.891.2301.
  • Mintel Market Research Reports
    • Type of Resource: Library Database Database.jpg
    • Mintel offers market research and consumer lifestyle reports covering US and International marketplaces.
    • Please Note: The first time you access Mintel you must register for an account using your Bentley College email address.
      • Click on "Register & Create your Profile". You MUST register using your @bentley.edu email address.
      • If you need assistance with this process please contact the Reference Desk, phone: 781.891.2301.
  • Euromonitor Global Market Information Database (GMID)
    • Type of Resource: Library Database Database.jpg
    • Provides detailed "Consumer Lifestyles Reports".
      • Click on "Browse Reports" to see a full listing of available consumer lifestyle reports.
    • Also contains data on lifestyle indicators such as income, expenditure trends, eating and drinking habits, home ownership statistics and health data.
  • Forrester Research
    • Type of Resource: Library Database Database.jpg
    • Note: Use for technology-related topics.
    • Includes Forrester Consumer Technographics survey results which detail how consumers think about, buy, and use technology in the categories of devices/media, healthcare, financial services, retail, and travel.
    • Please Note: Forrester Research requires a special user name and password! You MUST contact the Reference Desk (phone: 781.891.2301) to obtain the user name and password.
  • Lifestyle Market Analyst
    • Type of Resource: Reference Book Books.gif (REF DESK HF 5905 .S75)
    • Using profiles of more than 12 million households, this resource provides demographic, geographic and & lifestyle data for all 210 DMAs; lifestyle profiles; and consumer segment profiles.
  • Qualitap (from Arbitron/Scarborough)
    • Type of Resource: Database; Database.jpg Available at the CMT (Center for Marketing Technology) in Morison Hall.
    • QUALITAP provides detailed data about the lifestyle, shopping and media habits of specific demographic and geographic groups.
  • American Attitudes: What Americans Think About the Issues that Shape their Lives
  • American Marketplace
    • Type of Resource: Reference Book Books.gif (REF DESK HA214 .A6)
    • Demographics and spending patterns of Americans. Includes data on: education trends, health trends, housing trends, income trends, labor force trends, living arrangement trends, population trends, spending trends, and wealth trends.

[edit] 6 Searching for Newspaper, Magazine & Journal Articles

Complete your research by conducting a thorough review of current journals, trade publications, magazines and newspapers. Don't restrict your search to just one database. There can be significant differences in journal coverage and full-text availability. To search for articles in marketing and other business journals, use the following databases:

[edit] 6.1 Search Tips

Check the Search Tips page to learn more about searching the library databases. Learn how to search using Boolean operators, truncation characters, field searching and search limiters.

[edit] 6.2 Scholarly and Peer-Reviewed Sources

Has your professor required you to use scholarly or peer-reviewed sources? Check this helpful guide for information to help you understand the difference between scholarly/peer-reviewed and popular sources. Scholarly & Peer Reviewed Sources: What Are They?

[edit] 7 Further Assistance

Info.jpg To search for additional titles, search the Library Catalog. For further assistance, please contact the Reference Desk via email or by phone at 781.891.2300.

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