Research Guides: MKTG 300: Principles of Marketing: Psychographic Data/Consumer Behavior

Psychographic Data/ Consumer Behavior

You can think of demographics as providing information about who your consumers are, and psychographics providing the why they purchase things.

There are many resources available to help you learn about consumers and their behaviors, attitudes, and opinions.

Specialized Databases for Consumer Behavior Reports:

Statista This link opens in a new window
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Under the "Reports" dropdown menu click "Consumer Reports."

Free Websites for Consumer Behavior Reports:

Consumer Expenditure Survey
This site consists of two surveys that provide information on the buying habits of American consumers, including data on their expenditures, income, and consumer characteristics. The survey data are collected for the Bureau of Labor Statistics by the U.S. Census Bureau.
Pew Research Center Social & Demographic Trends
This project studies behaviors and attitudes of Americans in key realms of their lives, including family, community, health, finance, work and leisure. The project explores these topics by combining original public opinion survey research with social, economic and demographic data analysis.
Consumer Search
Offers an analysis of important product trends and developments for users to browse.
Nielson Company Ratings
TV, online and mobile audience measurement; rankings and ratings in consumer media and marketing behavior.
American Customer Satisfaction Index
The ACSI measures consumer satisfaction with more than 200 companies in 43 industries plus the federal government. Find specifics under Industries for more information.
ESRI Tapestry Segmentation
This freely available interactive website allows you to search for brief synopses of the lifestyle choices of those who make up specific zip codes or neighborhoods.

Specialized Databases for Public Opinion Research:

PsycINFO This link opens in a new window
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Scholarly research articles covering psychology and the behavioral sciences

Free Websites for Public Opinion Surveys:

Pew Research Center
Public opinion polls, demographic research, content analysis and other data-driven social science research
American Time Use Survey
This survey measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing. From the Bureau of Labor Statistics.
Roper Center for Public Opinion Research
The Roper center provides polling data on all sorts of public opinion topics.