Research Guides: MKTG 350: Introduction to Entrepreneurial Marketing: Market Segmentation

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.

Statistical Abstract of the United States This link opens in a new window
- This link opens in a new window
- This link opens in a new window
The Statistical Abstract of the United States is a comprehensive summary of statistics on the social, political, and economic organization of the United States.
Policy Map This link opens in a new window
- This link opens in a new window
Create maps, tables, and reports with PolicyMap an online mapping tool with data on demographics, real estate, health, jobs and more in communities across the United States.

American Census Data
Primary way to access Census Bureau data, including releases from the 2018 American Community Survey, 2017 Economic Census, 2020 Census and more. Use data.census.gov to view, print, and download statistics about population, housing, industry, and business.
U.S. Census' Quick Facts
QuickFacts provides easy access quick demographics for all states and counties, and for cities and towns with more than 5,000 people.

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:

Statista This link opens in a new window Reports that provide an aggregate of a variety of data, mainly statistics. Search for data by industry, political issue, consumerism, companies or countries. The data reports provide sourcing information.
- This link opens in a new window

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.

Public Opinion Research:

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

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.