RasGuides: *School of Business*: Consumers & Demographics

Finding Consumer Data & Demographic Information

Decorative, computer with data Many business courses and business professions require consumer and demographic research. Consumer and demographic data often includes age, gender, marital status, education, household size, hobbies, employment status, income, homeownership, spending habits, to name a few. Use the tabs at the top of this box to learn more about the best resources to use to find this type of information; including the Mergent Intellect and PolicyMap databases, along with eBooks and reliable websites.

Schedule an appointment below with the Business Librarian if you have additional questions about locating demographic and consumer data.

Meet with a Librarian
Meet one-on-one online with a Rasmussen University Librarian for help with: using the Online Library, choosing and navigating databases, and evaluating sources.

Schedule an appointment below with the Business Librarian if you have additional questions about locating demographic data using PolicyMap.

Meet with a Librarian
Meet one-on-one online with a Rasmussen University Librarian for help with: using the Online Library, choosing and navigating databases, and evaluating sources.

Open the Mergent Intellect database below.

Mergent Intellect This link opens in a new window
Mergent Intellect provides information about businesses, job searches, global corporate businesses, residential and local businesses, industry details, facts and figures, and biographical information of executives. Search by company, people, industry, and new U.S. business.

If you are prompted for a username/password, please use: rascollege / mergent

Demographics

For demographics data, scroll down the page and click the Demographics image

Search by county, city, or zip code for the latest census data like: household income, effective buying income, projected average household income, employment/labor information, average house value, and population breakdown. After selecting a county, city, or zip code(s), select the reports you are interested in, enter your email address, and click Build Files to receive the reports via email.

Demographic report options in Mergent Intellect. Details in text above.

Consumer Data

For consumer data from 250 million individual consumers and 130 million households in the United States, scroll down the page and click the Consumer Data image (consumer data provided by Whitepages Pro and Nielson)

Click the Advanced Search tab to input location, housing, lifestyle, and consumer detail criteria.

Watch the video below for additional instruction.

Schedule an appointment below with the Business Librarian if you have additional questions about locating demographic and consumer data using Mergent Intellect.

Meet with a Librarian
Meet one-on-one online with a Rasmussen University Librarian for help with: using the Online Library, choosing and navigating databases, and evaluating sources.

Anticipations and Purchases by Francis Thomas Juster
ISBN: 9780691624952
Publication Date: 2015-12-08
The author is concerned with whether or not surveys of consumer anticipations can improve predictions of purchase behavior relative to predictions that use only objective variables obtainable at the same date. The basic objective of the study is improved predictions of changes over time.
Big Data in Practice by Bernard Marr; Wiley Law Publications Editorial Staff
ISBN: 9781119231387
Publication Date: 2016-05-02
Big data is on the tip of everyone's tongue. Everyone understands its power and importance, but many fail to grasp the actionable steps and resources required to utilize it effectively. This book fills the knowledge gap by showing how major companies are using big data every day, from an up-close, on-the-ground perspective. From technology, media and retail, to sport teams, government agencies and financial institutions, learn the actual strategies and processes being used to learn about customers, improve manufacturing, spur innovation, improve safety and so much more.
Customer Analytics for Dummies by Jeff Sauro
ISBN: 9781118937594
Publication Date: 2015-02-02
Written by an expert in the area of customer analytics, this guide will help you put customer analytics into practice in no time. Provides real-world customer analytics examples from companies such as Wikipedia, PayPal, and Walmart. Offers easy-to-digest information on understanding each stage of the customer journey. Whether you're part of a Customer Engagement team or a product, marketing, or design professional looking to get a leg up, Customer Analytics For Dummies has you covered.
Essentials of Consumer Behavior by Debra L. Stephens
ISBN: 9781138791725
Publication Date: 2016-11-07
Balancing a strong academic foundation with a practical approach, Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers' attitudes and motivations in relation to brands, products, and marketing messages. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption.
Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement by Norazah Mohd Suki (Editor)
ISBN: 9781522507475
Publication Date: 2016-07-22
The Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement provides current research on topics relevant to consumer beliefs, feelings, attitudes, and intentions and how best to utilize this research improving consumer appeal and relationships.This is a comprehensive resource for understanding the field of consumer behavior research.
Leisure Business Market Research Handbook 2017-2018 by Miller, Richard K.
ISBN: 9781577832393
Publication Date: 2016
Leisure Business Market Research Handbook 2017-2018 presents an in-depth assessment of leisure, examining the market within the scope of such topics as entertainment & amusement, cultural & creative activities, hobbies, lifestyle activities, and sports & recreation. In all, 95 unique segments of leisure are assessed, covering virtually every activity where consumers spend their non-working time and discretionary income. Most chapters provide statistics on participation and expenditures, market characteristics and trends, demographics, and a list of resources for further research.
Measuring What We Spend by Panel on Redesigning the BLS Consumer Expenditure Surveys Staff; Division of Behavioral and Social Sciences and Education; National Research Council; National Statistics Board Staff; Don A. Dillman (Editor); Carol C. House (Editor)
ISBN: 9780309265768
Publication Date: 2013-02-15
Measuring What We Spend summarizes the deliberations and activities of the National Research Council's Committee on National Statistics panel, discusses the conclusions about the uses of the CE surveys and why a redesign is needed, as well as recommendations for the future.
Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities by Joana Coutinho de Sousa
ISBN: 9781522548348
Publication Date: 2017-12-30
A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. The eBook provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field.
The Psychology of Consumer Profiling in the Digital Age by Barrie Gunter
ISBN: 9781138957961
Publication Date: 2016-05-16
Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments. This eBook examines how this field of psychographics has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.
Superconsumers by Eddie Yoon
ISBN: 9781633692084
Publication Date: 2016-11-29
Pork dorks. Craftsters. American Girl fans. Although small in number, superconsumers can have an outsized impact on a company's bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they're usually willing to spend considerably more than the average consumer. And because they're so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers.

eBook Databases

eBooks and Academic eBooks via EBSCO This link opens in a new window
24/7 access to eBooks in all program areas.
eBook Central via ProQuest This link opens in a new window
eBook Central via ProQuest is a collection of ebooks selected by Rasmussen University Librarians to aid in research and support course assignments.

When logging in for the first time, you may be prompted to search for your institution. Search for 'Rasmussen' and select it from the list and you will then be routed to the main search page.

Aging and the Macroeconomy: Long-Run Macro-Economic Effects of the Aging U.S. Population by National Research Council Staff
ISBN: 9780309261968
Publication Date: 2013-01-10
Aging and the Macroeconomy: Long-Term Implications of an Older Population presents the fundamental factors driving the aging of the U.S. population, as well as its societal implications and likely long-term macroeconomic effects in a global context. The report finds that, while population aging does not pose an insurmountable challenge to the nation, it is imperative that sensible policies are implemented soon to allow companies and households to respond. It offers four practical approaches for preparing resources to support the future consumption of households and for adapting to the new economic landscape.
The American Marketplace by New Strategist Press Editors (Editor)
ISBN: 9781937737481
Publication Date: 2017-06-18
The American Marketplace collects in one handy volume the latest demographic and socioeconomic data to keep you up to date with the ever-changing consumer landscape. Its hundreds of tables are organized into 11 chapters covering attitudes, education, health, housing, income, labor force, living arrangements, population, spending, time use, and wealth. The American Marketplace reveals the latest demographic trends and tells the American story.
Demographics of the U. S. by New Strategist Press Editors (Editor)
ISBN: 9781937737511
Publication Date: 2017-07-13
Demographics of the U.S.: Trends and Projections provides a necessary perspective, highlighting the most important trends of the 21st century; trends everyone should be tracking. Demographics of the U.S. explains the increasingly complex, often confusing, and rapidly changing nation we live in today. It makes sense of our recent past and shines a light on our future. The reference is divided into 11 chapters, organized alphabetically: Attitudes, Education, Health, Housing, Income, Labor Force, Living Arrangements, Population, Spending, Time Use, and Wealth.
Upside by Kenneth W. Gronbach; M. J. Moye (As told to)
ISBN: 9780814434697
Publication Date: 2017-04-13
Demographics not only define who we are, where we live, and how our numbers change, but-for those who can read beyond the raw figures-they open up hidden business opportunities that lie ahead. Demographer, Kenneth Gronbach, synthesizes reams of data to show how generations impact markets and economies, and how to target promising trends. The ebook explains: What each age cohort is likely to buy now and in coming decades * How profits dovetail with consumer numbers * What sectors are likely to grow or lag * How to make sense of the numbers to chart your own path * And more

eBook Databases

eBooks and Academic eBooks via EBSCO This link opens in a new window
24/7 access to eBooks in all program areas.
eBook Central via ProQuest This link opens in a new window
eBook Central via ProQuest is a collection of ebooks selected by Rasmussen University Librarians to aid in research and support course assignments.

When logging in for the first time, you may be prompted to search for your institution. Search for 'Rasmussen' and select it from the list and you will then be routed to the main search page.

Journals

Click on the journal title and either browse by year and issue, or type in a search term or phrase to retrieve relevant articles.

Demographic Research
International demography and population information.
Demography
Presents original research of scholars in a broad range of disciplines, including anthropology, biology, economics, geography, history, psychology, public health, sociology, and statistics.
International Journal of Consumer Studies
Contains articles about goods and services, family and social studies, consumer issues and home economics.
Journal of Consumer Affairs
Articles on consumer policy, consumer education, consumer economics and consumer behavior having clear implications for government, household or business policy.
Journal of Consumer Research
An interdisciplinary journal focusing on all aspects of consumer education.
Journal of Demographic Economics
Covers demographic variables such as fertility, mortality, migration and family structures.
Journal of International Consumer Marketing
Peer reviewed coverage of cross-cultural/national aspects of consumer behavior reseach and application; for and by practitioners, policymakers, and academicians from a variety of countries.
Journal of Population Economics
Focuses on the relation between ecnomics & demographics & addresses diverse topics in this area.
Population and Development Review
Articles, commentary, and book reviews about the interrelationships between population and socioeconomic development. Includes discussions on public policy.
Population Research and Policy Review
Provides a broad, interdisciplinary coverage of population research, and offers an up to date and solid basis of information on the policy implications of recent research relevant to the causes and consequences of changing population size and composition.

Databases

Click on a recommended database below to search by keyword for relevant articles on consumer and demographic data.

Business Source Complete via EBSCO This link opens in a new window
Articles from scholarly business journals back as far as 1886 with content from all disciplines of business, including marketing, management, accounting, management information systems, production and operations management, finance, and economics.
ProQuest One - Business This link opens in a new window
ProQuest One Business is a complete business library containing millions of full-text items across scholarly and popular periodicals, newspapers, market research reports, dissertations, books, videos and more.

Schedule an appointment below with the Business Librarian if you have additional questions about locating demographic and consumer data in the article databases.

Meet with a Librarian
Meet one-on-one online with a Rasmussen University Librarian for help with: using the Online Library, choosing and navigating databases, and evaluating sources.

United States Data

U.S. Census Bureau - Great for demographic information on a national or local level:

National Bureau of Economic Research

Current Population Survey

U.S. Bureau of Economic Analysis

U.S. Bureau of Labor Statistics

International Data

Global Consumption Database (World Bank)
UNdata
Economic and socio-demographic data coverage from 450 + countries around the world.
World Bank Open Data
Data about development in countries around the world.

Schedule an appointment below with the Business Librarian if you have additional questions about using the websites above to locate consumer and demographic data.

Meet with a Librarian
Meet one-on-one online with a Rasmussen University Librarian for help with: using the Online Library, choosing and navigating databases, and evaluating sources.