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MKTG 350: Introduction to Entrepreneurial Marketing

This research guide was designed for Claudia Barrulas Yefremain's F2020 MKTG 350 Course

Market Segmentation Data 


Demographic and Geographic Data: 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, homeownership, 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.


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.

Consumer Behavior Reports: 

Public Opinion Research: