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COJO 470: Strategic Communication Campaigns: Consumer Behavior & Demographics

Research guide for COJO 470 classes, including resources for strategic communication campaigns.

What are Demographics?

Demographics or demographic data are the characteristics of a human population as used in government, marketing or opinion research, or the demographic profiles used in such research. Commonly used demographics include sex, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and location.

In the fields of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions.)

New Strategist American Generations Series

Each of the four volumes in the American Generations Series provides an in-depth look at the demographic and lifestyle data most important for researchers who want to understand how each generation is changing and what to expect from them in the future.

Audience Measurement & Customer Segments

Quality demographic information is important in doing business research. Organizations need to understand their customers and prospective customers in order to supply them with the right products and services, and to reach them via their preferred media. There are many resources available to help you learn about consumers and their behaviors, attitudes, and opinions.

Demographic Data

SimplyAnalytics Help

Simmons OneView Help

MRI University Reporter Help

Strategic Communication Guide

The Strategic Communication guide has links to more demographic and consumer resources, as well as user guides and tutorials for MRI University Reporter, SimplyMap, and other resources. (Look on the Consumer Behavior & Demographics tab.) Check it out!