MGT 201 / MKT 201: Integrated Management and Marketing Principles: Marketing Mix and Customer Analysis

For pointers to additional sources for targeted advertising, see the Finding Books tabs in this LibGuide.

Commercial (subscription-based) sources

Statistics and data

Statista -- search by keyword or topic to find statistics; source details may provide pointers to underlying data.

Free online resources

U.S. Census: age, ethnicity, income, educational attainment, etc.

State and County QuickFacts - includes statistics for all states and counties, and for cities and towns with more than 5,000 people.

Census 2010 Interactive Population Map - details about population, age, race/ethnicity and housing status, for counties and subdivisions within counties.

• Select a topic, then follow the step-by-step instructions shown on the map to find and compare data.

American Community Survey - includes updates and projections since the decennial census.

Sample search -- Educational attainment in Trenton:

• Under Data (from the left-side menu) follow the links to "Data Tables & Tools" and then choose the Data Profiles geography selector from the text in the middle of the page
• Then Select New Jersey from the first pull-down list on the left side of the box displayed, and then choose "Place" to select "Trenton City" from the pull-down list on the right side of the selection box.
• Choose the Social Characteristics link from the results
• View Educational Attainment (about halfway down the table that's displayed)

Explore Census Data - Includes examples for tables, data profiles (at the state, county, or city level), data visualizations and mapping, and more. Topics include population, housing, educational attainment, employment and more. For help, see the FAQs and other guidance at What Is Data.Census.gov?

EasiDemographics / this is mostly a fee-based service, but look for the link at the top of the page to free reports, ring studies, maps, and more -- "The Right Site for the Web Census 2010 Reports" [a brief registration form is required]

Sample search:

• Follow the link to FREE Census 2010 Reports; then log in with your email address and zip code
• Select EASI Rank Analysis
• Select Geography: Counties
• Select State(s): New Jersey, New York, Pennsylvania
• Select a Variable Type to Rank: Income, Household Characteristics
• Select a Specific Variable to Rank: Households with Income $200,000 and Over
• Display rank list

Quick Reports, Quick Tables, Site Analysis, Quick Maps and Profile Analysis are other useful analytical features included in The Right Site.

Multi-disciplinary social science data

ICPSR (the Inter-University Consortium for Political and Social Research)

• Try a keyword search [e.g. Trenton New Jersey], then refine results by sorting criteria displayed alongside results.

[Note that the two databases listed below are configured to accommodate high-level consumer research tasks, and their user interfaces are not simple or intuitive.]

National demographic analysis and lifestyle trends
Experian: Simmons National Consumer Survey and National Hispanic Consumer Survey; also Simmons Connect (which measures digital behaviors on personal computers, smartphones, and tablets).  [Select "Resources" from the menu at the top of the page for a user guide and other helpful information.]

• After connecting to the database, use the "Study" tab to select the most recent NCS/NCHS data, or the Simmons Connect data.
• Use the menu to build criteria for comparison (lifestyle and demographic information), then run crosstabs.