Research and Course Guides: MKTG 340-02 &amp; 03: Marketing Research: Customer Demographics

Research Customers

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.

Mintel Academic This link opens in a new window
Mintel provides market research reports covering U.S. consumer markets. Sectors covered include consumer goods, travel and tourism, retail, and financial services. The reports analyze market drivers, market sizes and trends, market segmentation, along with consumer attitudes and purchasing habits.
Statista This link opens in a new window
Statista is an easy-to-search database of frequently sought statistics and studies gathered by government sources, scientific publications, market researchers, non-profits, trade organizations, etc. Individual statistics are usually displayed as a chart and the underlying data is downloadable in Excel. Charts can be downloaded in multiple formats or embedded in web pages that look great in papers or presentations.
RKMA Market Research Handbooks This link opens in a new window
Richard K. Miller & Associates (RKMA) publishes ebooks that focuses on marketing and the consumer marketplace.