Determining Markets and Segments

Demographics and Psychographics: Target Markets

Mintel oxygen (200?)
Note: Mintel reports provide information on markets for consumer products, travel, lifestyles, and leisure. Our subscription predominately covers products and markets in the United States. Each report combines data & analysis of the competitive landscape and consumer profiles.
Mintel Graphing Tutorial


University Reporter (Formerly MRI+)

Note: The Product Data Reports presents cross tabulations of product/service data by demographic characteristics and media audiences. Please see Pardee Library’s Business Tutorial: University Reporter (Formerly MRI+) for instructions. 


Marketing Book Collection

Pardee Library Reference
These books offer detailed breakdowns on various consumer segments within the United States. They can be found in the Reference collection on the 3rd floor of Pardee Library.
Here are some sample target market books by category:
Demographics/ Psychographics
Demographics/Market Segments(Generation)
Demographics/Market Segments (Income, Region, Groups)
Demographics/Market Segments (Gender)
Consumer Expenditure Survey
from the Bureau of Labor Statistics, the original source for some of the statistics in these texts. See: Consumer Expenditures in 2013 (latest)

TableBase (Part of RDS Business Suite)

Note: Data in tabular and chart form. Market share, advertising expenditures and other marketing related statistics from trade magazines and reports.

You can also follow these links to consult the Library’s Research Guides: Marketing and Advertising


Population Statistics

Key Sources for U.S. Population Statistics:

US Census Bureau
Statistics on demographic, economic, social and other aspects of the economy and society. Many reports appear in .pdf (Adobe Acrobat) format. Includes:

American Fact Finder

Demographic and economic statistics by county, city, town.

America’s Families and Living Arrangements 2015

People and Households – Data By Subject
Social and demographic characteristics. A wide range of data on subjects such as population, education, households and families characteristics, computer ownership and use, etc.

Census Publications
Various Census reports, issued irregularly. Reports summarize data from demographic surveys of the US population.

Population Projections: U.S. Census Bureau


provides: Housing, Education, People, Lifestyle statistics, some from Census etc.

Statistical Abstract of the United States 2016

The simplest and most authoritative source for Population and Economic statistics. The latest copy is at the Pardee Services Desk on the Reserve-Reference (High Use) shelves.

More sources:

Social & Demographic Trends
Reports & datasets from the Pew Research Center include population statistics.

The Grandparent Economy

Report from

Creating company lists by industry and geographic location

ReferenceUSA (1999?]-)
Note: Includes separate franchise codes for some of the franchises in the restaurant industry.


Company Dossier through LexisNexis Academic