Business Research:
Finding Demographic or Psychographic Information

Demographics refers to statistical data (age, gender, income, etc.) collected for a particular population.

Psychographics refers to information about a particular population's attitudes, aspirations, and other psychological criteria.


Using UMUC Library Databases to Find Demographic or Psychographic Information

You can use business databases such as ABI/INFORM Complete and Business Source Complete to find demographic and/or psychographic information.

For demographic information, use a search such as [your topic] AND demograph*.

You may also want to include terms for particular demographic groups in your searches -- for example, [your topic] AND "generation x" or [your topic] AND (hispanic* OR latino* OR latina*).

For psychographic information, use a search such as [your topic] AND (psychograph* OR "consumer attitude*" OR "consumer behavior*").

It will also be helpful to search for [your topic] AND ("consumer research" OR "market research").


Finding Demographic or Psychographic Information in Print Books

There are numerous print books available in catalogUSMAI, the UMUC Library catalog, that can be used for demographic and/or psychographic research. These include:


Finding Demographic or Psychographic Information in E-Books

You can find information about demographics and/or psychographics by entering the following in the search box on the E-Books tab on the Library's home page:

demograph* OR psychograph*


Finding Demographic or Psychographic Information on the Free Web

There are many resources on the free Web that can be used to find demographic data, including:

  • American FactFinder 
    This U.S. Census Bureau site provides access to a variety of data, at the city, county, and state level for the United States, Puerto Rico, and the Island Areas. Data are obtained from many different surveys and censuses.
  • American Time Use Survey 
    The American Time Use Survey provides information about "the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing."
  • Bureau of Labor Statistics 
    The U.S. Department of Labor's Bureau of Labor Statistics provides various types of employment-related data for U.S. regions, states, and local areas.
  • Consumer Expenditure Survey 
    Consumer Expenditure Survey data are collected for the Bureau of Labor Statistics by the U.S. Census Bureau. Data "provide information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics."
  • County Business Patterns 
    This site, maintained by the U.S. Census Bureau, provides economic data organized by industry. Per the Census Bureau, the data can be used "for analyzing market potential, measuring the effectiveness of sales and advertising programs, setting sales quotas, and developing budgets."
  • Esri ZIP Lookup 
    This tool provides demographic and lifestyle information by ZIP code.
  • MyBestSegments 
    This Nielsen Company site characterizes U.S. ZIP code areas in terms of 66 distinct lifestyle types, which it refers to as "segments."
  • NationMaster 
    This site compiles data from numerous sources, allowing users to compare countries on a variety of characteristics.
  • State and County QuickFacts 
    This U.S. Census Bureau site provides access to a variety of data regarding people, businesses, and geography, at the city, county, and state level for the United States.
  • StateMaster 
    This site compiles data from numerous sources, allowing users to compare U.S. states on a variety of characteristics.

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