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Business Demographics   Tags: business, data, marshall  

Information on the business side of demographics including consumers in groups such as African-Americans, Asian-American, Hispanic-Americans, LGBTQ populations, affluents and women and men.
Last Updated: Jan 28, 2015 URL: Print Guide RSS UpdatesEmail Alerts

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Databases at USC with Demographic Data

In addition to the databases shown here, you can seach for articles on your topic in databases such as ProQuest or Lexis-Nexis Academic or you can do a Quick Search to search multiple databases simultaneously.

  • Conference Board  
    Includes some reports on Diversity and Inclusion
  • eMarketer  
    Analysis , market data, & statistics on the Internet, e-commerce, online marketing, social media. Search on demographic terms, e.g. ethnic groups, consumers.
  • Forrester  
    Market, industry and consumer research from the technology consulting firm. Search on demographic group(s) of interest
  • IBISWorld  
    Detailed market research, some demographic data maybe included
  • Academic  
    Market research from several sources covering a variety of industries. Content can include buyer behaviors, consumer trends, etc.
  • Passport  
    International company, industry and market information from Euromonitor. Select 'Countries & Consumers' for demographic data by country. Also, the "Consumer Lifestyles" reports have detailed demographic information for many countries.
  • ProQuest Statistical Insight  
    Indexes printed federal, state, international statistical publications, and selected business and professional publications containing statistics.
  • SimplyMap  
    Detailed information from the US Census, Experian Simmons and many more data sources. Data can be presented in maps or tables.
  • WARC  
    Previously known as the World Advertising Research Center, WARC provides a wide range of information on advertising and marketing trends around the world including expenditure data, case studies, industry trends and consumer insight.
  • SRDS - Standard Rate and Data Service  
    SRDS is produced by Standard Rate and Data Service, which compiles contact information and ad rates for a variety of media sources. Includes audience market analysis.
  • Social Explorer  
    Easy to use, this database allows users to visually display demographic data in the U.S. from 1790 through the present at a variety of geographic levels, create reports, maps and animations that can be downloaded.
  • RAND California  
    The "Population and Demographics" section of this database contains statistical tables on vital statistics, population estimates, population projections adn immigration.

Business Demographics

This guide is meant to help you find information on different demographic groups (such as potential consumer populations) which are of interest to business.  Examples include certain populations defined by age, ethnicity, income level or other characteristics. Information can be found in both USC databases as well as selected public resources.

Please explore the guide and let us know if you have any suggestions or tips.


U.S. Government Resources

International Statistics & Resources

  • International Labour Organization
    See 'Highlights' section for latest news; Select PUBLICATIONS for recent reports; RESEARCH for reports on employment quality, inequality, labor standards, etc.
  • Gapminder
    International demographic, economic, social and government statistics at the national level.

Demographic Research & Resources

  • AdvertisingAge
    See articles on Demographics of.... and 'Stat of the Day'
    Search Adverting Age in USC Libraries - Select Quick Search, Select Database or Everything.
  • Catalyst - Research & Knowledge
    Available research and reports across most demographic groups
  • PMP Author Insights Blogspot
    See reports on multiple ethnic groups by various authors
  • The Prout Group
    This executive search firm provides the research report: The Alliance for the Board of Diversity Research Report.
  • Kleber & Associates
    Select 'Marketing' at the top of the page, then select White Papers for current reports.
  • DataPlace
    Free data on Housing, Building Permits, Rental data, Business Patterns, Foreclosures, etc. Data by Census Tract, Zip Codes, County, Metro Areas, State and National.
    Registration is required.
  • Prime Access Inc.
    Select INSIGHTS for current articles and reports related to marketing to multicultural groups.
  • Pew Research Center  
    Select TOPICS to search for reports by subject. Select REPORTS to browse available reports, DATASETS on multiple demographics are also available for download as reports.
  • Population Reference Bureau - DataFinder
    Contains U.S. and international data culled from regional sources.
  • Social Explorer
  • American Customer Satisfaction Index
    Contains benchmarking reports gauging consumers satifactionwith products and services.
  • Mapping American
    Sample data from the American Community Survey 2005-2009 provided by the New York Times.
  • Free Demographics

Head, Crocker Business Library and Accounting Library

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John E. Juricek
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Crocker Business Library
USC Marshall School of Business
Hoffman Hall 201
(213) 740-7621
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Business Librarian

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Helga Haraldsson
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Crocker Business Library
USC Marshall School of Business
701 Hoffman Hall, HOH 201E
(213) 740-0050

Business Information Specialist

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Kimberly Esser
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Crocker Business Library
HOH 201F
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