Walker Library: EMC 4140/4430: Media Programming/Media Management: Audience Demographics & Behavior

Audience Demographics & Behavior Databases

These databases are the library's recommneded consumer research databases. They provide a mix of demographic and pyschographic information.

Using Simmons OneView
This screen capture tutorial shows how to access Simmons from the library webpage and how to perform and interpret the results of a sample search.

National Retail Federation
Consumer Trend data and retail industry research
American Customer Satisfaction Index
Customer satisfaction index can be browsed by industry or company.
Consumer Expenditure Survey
The Consumer Expenditure Survey (CE) program provides information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics.
American Time Use Survey
The American Time Use Survey (ATUS) measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
Middle Tennessee Consumer Confidence Reports
The MTSU Office of Consumer Research uses the telephone survey lab to conduct surveys of consumer confidence in Middle Tennessee. The surveys measure consumers' perceptions of economic conditions in the country as a whole as well as in Middle Tennessee. Reports are available online.
J.D. Power and Associates: Consumer Ratings & Awards
J.D. Power and Associates is a leading global marketing information services company that conducts independent consumer surveys of product and service quality, customer satisfaction, and buyer behavior.

AVMA US Pet Ownership and Pet Demographics Sourcebook by Allison Shepherd (Editorial Coordinator)
Call Number: Reference - 1st Floor 636.0887 Us13 2007
ISBN: 1882691164
Publication Date: 2007-11-01
Household Spending: who spends how much on what by New Strategist Editors (Editor)
Call Number: Reference - 1st Floor 339.47 Am1o 2007
ISBN: 1933588292
Publication Date: 2007-12-01
American Health: demographics & spending of health care consumers by New Strategist Publications, Inc. Staff (Editor)
Call Number: Reference - 1st Floor 614.4273 Am3n
ISBN: 1885070748
Publication Date: 2005-01-01
Focus on health care consumers.
Best Customers: Demographics of consumer demand
Call Number: Reference - 1st Floor 658.8342 R81b 2008
ISBN: 1935114093
Publication Date: 2008-12-01

Market Segmentation A Guide to Sources of Information
This guide includes books and other resources that discuss marketing to particular segments of the population along with other sources that are important in determining the size and power of a particular market segment.

Need a guide to finding market segmentation information? Consult:

The following websites provide market segementation information for zip codes.

The following books provide demographic and consumer information for market segmentation by age/generation and gender.

Marketing to the Campus Crowd (E-book) by David A. Morrison
Call Number: E-book
ISBN: 0793186005
Publication Date: 2004-06-01
Also Available in print: Walker Library - 2nd Floor 378.106 M83m
The Millennials: Americans born 1977 to 1994
Call Number: Walker Library - 2nd Floor 305.235 M61n
ISBN: 1885070535
Publication Date: 2004-07-01
Older Americans: a changing market
Call Number: Walker Library - 2nd Floor 305.26 Ol1n 2004
ISBN: 1885070500
Publication Date: 2004-07-01
Generation X: Americans born 1965 to 1976
Call Number: Reference - 1st Floor 305.242 G28n
ISBN: 1885070527
Publication Date: 2004-07-01
Baby Boom: Americans born 1946 to 1964 by Cheryl Russell
Call Number: Walker Library - 2nd Floor 305.24 R91b
ISBN: 1885070519
Publication Date: 2004-07-01
American Men and Women: Demographics of the sexes by New Strategist Publications, Inc. Staff
Call Number: Reference - 1st Floor 305.30973 Am35n
ISBN: 1885070292
Publication Date: 2000-05-01

Resources on the web for finding U.S. demographic data.

Community Facts - Use data.census.gov
Find popular facts (population, income, etc.) and frequently requested data about your community. U.S. Census. Enter city or county name.
Statistical Abstract of the United States
The Statistical Abstract of the United States, published since 1878, is the authoritative and comprehensive summary of statistics on the social, political, and economic organization of the United States.
County Profile tool
Provides detailed data on TN counties and regions.

World Bank
Data by country or topic. Wide range of information, i.e., GDP, labor & employment, population, trade etc.

Resources on the web for finding international demographic data.

International Labor Comparisons
Adjusted international labor statistics for comparison with the US.
U.S. Department of State
Country profiles include some demographic data.
CIA World Factbook
The World Factbook provides information on the history, people, government, economy, geography, communications, transportation, military, and transnational issues for 267 world entities.
U.S. Census Bureau International
U.S. Census Bureau demographic, economic, and geographic studies of other countries.
United Nations Statistics Division
Demographic and Social Statistics from the United Nations.