Selected Sources

• The American Generations Series

  • The Baby Boom : Americans Born 1946 to 1964    (REF HF5415.33.U6 R877 2004)

  • Generation X : Americans Born 1965 to 1976    (REF HC110.C6 G46 2004)

  • Household Spending: Who Spends Hom Much on What    (REF HC110.C6 H68 2006)

  • The Millennials: Americans Born 1977 to 1994    (REF HQ796 .M4797 2004)

  • Older Americans : A Changing Market    (REF HQ1064.U5 O43 2004)

  
  

• The American Marketplace.   Access via Lexis-Nexis Academic .   Marketing analysis of demographic and spending data based on government statistics.  Sections include: Education, Health, Housing, Income, Labor Force, Population, Spending, & Wealth.  From the Lexis-Nexis Academic homepage, click on the sources tab at the top of the screen.  Enter American Marketplace in the Find A Source search box on the right side of the screen.  On the next screen, put an X by this title and click on the OK Continue button.  On the Power Search Screen, enter one of the section titles into the first search box.  This source is also in print at the Jerome Library at REF HF 5415.33.U6 A4 2005.  
  
  

• Consumer Expenditure Survey .  (Bureau of Labor Statistics)  Provides information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics.
  
  

• Demographics USA(Annual).   Large compilations of statistics on sales, marketing, advertising, and income, all geographically by state, county and metro area. Locate in Jerome Library Reference at REF HF 5415.2 .S94x 2007
  
  

• The Lifestyle Market Analyst(Annual).     Gives demographic and lifestyle profiles of the U.S. population by geographic location. Also learn which geographical areas rank highest in each lifestyle. For example, which U.S. city (MSA) has the highest percentage of people interested in improving their health, playing golf, or other specified lifestyle? Locate this book in Jerome Library Reference at REF HF 5415.33 .U6 L54 2007
  
  

• Mediamark Reporter Research Database   After registering, users will find a link for access in their email account. Check junk mail in case the email gets misdirected. Contains demographic, product and brand usage, and advertising media preferences based on survey responses from a sample of over 25,000 U.S. consumers. For further info, see the handout Guide to Using Mediamark Reporter
  
  

• Mintel . Offers market research reports covering US and International markets. Each report combines data & analysis of the competitive landscape, market-share analysis and consumer profiles. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the structure of the market.  For further info, see the handout Mintel Market Research Database: How to Use.  
  
  

• The Right Site .  (Easy Analytic Software Inc.)    Offers online demographic reports based on the 2000 Population & Housing Census data by zip code, cities, counties, metro areas, TV markets and states. Some mapping capabilities are available. Free registration is required.
  
  

• Sourcebook of Zip Code Demographics.   Locate demographic information for a specific zip code area. Current edition available at the Jerome Library Reference Desk. Previous year is in Reference at REF HA 203.S66.
  
  

• U.S. Census Bureau .   This site provides access to a wealth of demographic data.