Statistics Demographics & Market Research

Online Resources:

• American FactFinder -- http://factfinder.census.gov/servlet/BasicFactsServlet

  American FactFinder is the search interface for finding data from the US Census in the form of maps, tables, and reports.

• CIA World Fact Book -- https://www.cia.gov/library/publications/the-world-factbook/

  Lists population, government, military, and economic information for nations recognized by the United States.

• Fed Stats -- http://www.fedstats.gov/

  Provides access to the full range of official statistical information produced by the Federal Government without having to know in advance which Federal agency produces which particular statistic.

• GLAAD Advertising Media Program -- http://www.commercialcloset.org/

  Demographic information on the Lesbian, Gay, Bisexual, Transgender communities.

• Government Information by Type of Business Need --http://www.anderson.ucla.edu/resources/library/govinfo_bytype.htm

  Directory from UCLA's Anderson School of Management Library includes both national and California sources.

• QuickFacts -- http://quickfacts.census.gov

  QuickFacts tables are summary profiles showing frequently requested data items from various Census Bureau programs. Profiles are available for the nation, states, counties, and large cities.

• Statistical Abstract of the United States -- http://www.census.gov/compendia/statab/

  "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." Published by the U.S. Census Department.

• Statistical Resources on the Web -- http://www.lib.umich.edu/govdocs/stats.html

  Near-comprehensive directory of free Web-based statistical data sources from the University of Michigan's Government Documents Library. Broken out by categories like Agriculture, Business & Industry, Foreign Trade, Education, etc.

Books

• New Strategist publications:
  • Racial & ethnic diversity - E 184 .A1 R78
  • American marketplace - HA 214 .A512
  • Generation X - HC 110 .C6 G46
  • Household spending - HC 110 .C6 O34
  • The baby boom - HC 110 .C6 R87
  • American incomes - HC 110 .I5 R87
  • Best customers - HC 79 .C6 R87
  • Who's buying apparel - HD 9940 .U6 W46
  • American attitudes - HN 90 .P8 A527
  • Older Americans - HQ 1064 .U5 A6455
  • American men - HQ 1090.3 .A457
  • American women - HQ 1421 .A486
  • The Millennials - HQ 796 .M4797

  These books focus on various segments of United States' consumers. Use to find quick snapshots of particular demographic groups or spending trends.

• Also check these call number areas:
  • E 154.5, HA 214, HB 849.49, HC - Demographics
  • HD - Business in general
  • HD 9940 - Fashion business
  • HF 5437- HF 6161 - buying, merchandising, selling, advertising
  • HQ - Specific market segments (men, women, age groups, etc.)

Advertising Age

The Art Institute of California - San Francisco Periodicals. Also available full text in WilsonWeb; some content is on the website (http://adage.com/americandemographics/). Contains special reports on the buying habits of Americans and other consumer-related marketing issues.

San Francisco Public Library (SFPL) Resources

If you have an SFPL library card, you can access their online databases, some with full text. You can also sign up online for an Ecard which will give you immediate access to SFPL's databases and other electronic resources.

• Go to http://www.sfpl.org, Click on "Articles & Databases" (just under the search bar).
• Choose a database category on the left, or select the database by name from the list on the right. If you're not sure which database to choose, you can try the "Cross Database Search" option on the upper-right side of the display.

• Business and Company Resource Center (BCRC)

  Similar to Hoover's the BCRC will link you to company info, financial data, articles, history of the company and more. You can search by industry or keyword.

  • Search by company name (e.g., Dior), industry, or do a keyword search for articles.
  • Under Company Search you can also search by ticker symbol, NIC or NAICS code, or the brand name of a product. Click on the "News/Magazines" tab to get articles about the company.
  • Under Article or Advanced Search options you can limit to full text or select newspaper vs. magazine articles.

• Lexis Nexis Statistical

  Offers an interface that allows you to search across numerous statistical sources for demographic and other data. A good way to identify U.S. government agencies that will be a good source of data on a topic.

• San Francisco Statistics

  Links to several sources of demographic and population data for the city, including by zip code and by neighborhood. http://www.sfpl.org/librarylocations/main/gic/sanfranciscostats.htm.

• SFPL Print Materials
  • Sourcebook of ZIP code demographics -4th Floor Business Reference, 658.72 So84
    In addition to standard demographic data and population changes and projections, this resource provides data broken out by zip codes on total businesses, total employment, spending potential indexes, "dominant lifestyles," and other useful categories.
  • Demographics USA -- 4th Floor Business Ref., 658.83 Su787
    This directory of consumer data breaks out data like age, sex, ethnicity, and in addition includes calculations on EBI (Estimated Buying Power) and BPI (Buying Power Index), which essentially show marketers who has money to spend on non-essential items. Two separate editions, one broken down by zip code and the other by county.