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MKTG 430: Marketing Management: Customer Demographics

Resources for MKTG 430, Marketing Management, small business client research.

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.

Business Librarians

Marianne Hageman (St. Paul)
mdhageman@stthomas.edu
651-962-5404

John Heintz (Mpls. & St. Paul)
jpheintz@stthomas.edu
651-962-4646

Andrea Koeppe (Mpls.)
andrea.koeppe@stthomas.edu
651-962-4647

Audience Measurement/ Target Markets/ Psychographics

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

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