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+Geography Resources: GEOG 330 Geography for Business Planning

This guide is a resource for students doing geography course research. It will lead you to databases with helpful journal articles, books, and websites.

  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 even location. Distributions of values within a demographic variable, and across households, are both of interest, as well as trends over time. Demographics are frequently used in economic and marketing research. It is important to distinguish between demographics and psychographics (see below).

In the field 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).

Food Marketing Institute

    Demographic Data

  Audience Measurement/ Target Markets/ Psychographics

Customized Business Lists

U.S. Industry Reports

Mediamark MRI+ User Guides

Mediamark/MRI guides from other institutions.

SimplyAnalytics Tutorials

 Local Market Audience Analyst Guides

Local Market Audience Analyst guides from other institutions. If the PRIZM Segment Lookup link below doesn't work, go back one screen, or look under "Segment Lookup" tab.

Subject Guide

Ann Gwinn Zawistoski's picture
Ann Gwinn Zawistoski
she / her / hers

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