This guide covers topics related to finding sociodemographic data and how to use these statistics for market research projects.
Merriam-Webster defines demographics as “the statistical characteristics of human populations (such as age or income) used especially to identify markets”.
When launching products or services, expanding into new areas or simply just taking the pulse of their market, most companies will perform some type of market research involving information other than the state of the industry itself. Typically they will gather data about individuals’ age, gender, occupation, income, education, marital status and much more.
While demographics take into account factual information, psychographics are used to classify consumers according to their attitudes, beliefs, interests, lifestyle.
Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.
|MKT 5125||Marshall, David. Marketing Management.|
|MKT 5235||Keegan, Warren J. / Green, Mark C. Global Marketing.|
|MKT 5256||Hanlon, Annmarie. Digital Marketing.|
|MKT 3060||Solomon. Consumer Behavior.|
|MKT 3320||Cateora, Philip R. International Marketing. (2009)|
|MKT 3600||Visser. Digital Marketing Fundamentals.|