Who do you want to have as your customers? What age group(s)?
level(s)? What characteristics would the perfect
Answering these questions helps you to identify your 'target market'.
Finding out how much of your target market is in the area your business
will be located in, helps determine your market potential.
To determine the number of people who fit your target market in a
Chamber of Commerce or Economic Development websites for your city
may provide information on demographics & market characteristics:
Chamber of Commerce
- See links to the Chamber's Directory of Members as well as the
'Business & Government' category that includes a number of resources.
Provides a concise overview of Salisbury in
Facts & Figures.
Maryland Economic Development Partners
Other sources for demographic information:
of Buying Power and Media Markets
Ready Reference HF 5415 .S88 2003-04
*Ask for this title at the Reference Desk (users will need to
present their Gull Cards)
ChooseMaryland.org: Data Center
Missouri Census Data Center - click on Maryland and then search for
zip & county data
Right Site (EASI Demographics) - After a free registration process,
users are provided access to ring studies, quick reports, maps, and
University: The Office of Institutional Research, Assessment, and
U.S. Census Bureau: American FactFinder
U.S. Census Bureau: County Business Patterns; Zip Code Business
Patterns; Metro Business Patterns - data on establishments per
county, zip code, or metro area
Finding customers who are interested in or need your product or
Customers: Demographics of Consumer Demand
Reference HC 79 .C6 R87 2005
This book will help determine the best
target market for a particular product or service. Data for each
product/service includes: average spending, indexed spending, and
market share of spending by age, household income, household type, race,
region of residence, and educational attainment. Each table is
accompanied by test identifying the best and biggest customers,
analyzing spending patterns, describing spending trends for the
product/service over the past few years and predicting future trends
based on the nation's changing demographics.
Business Source Premier (EBSCO)
American Demographics, a well-known magazine title that provides
demographic information, is provided in full-print in this
Off-campus, sign in using your Gull Card barcode and last name.
Choose Salisbury University as the campus and then click the log
Click on 'Advanced Search' at the top of the screen.
In the first search box, use the pull-down menu to select
'Publication Name' and type American Demographics.
In the second search box, use the pull-down menu to select 'All
Text' and type in a search term that describes your product or
service (ex. weddings).
LEXIS-NEXIS Academic Universe
Off-campus, sign in using your Gull Card barcode and
last name. Choose Salisbury University as the
campus and then click the log in button.
From L-N's front page, click on the 'Business' category on the left
On the next screen, click on the link to 'Directories'.
From the 'Source' pull-down menu, select American Marketplace.
Enter search terms in the search box such as a specific data item
(teenagers, generation X, etc. OR a product or service name such as
bicycles, weddings, etc.)
Choose a date or a year going back at least 2-5 years.
Use networking to make connections or to complete survey analysis on a
particular target group. For example: if no data
can be found on who would be interested in astronomical devices in the
Salisbury area, you may want to check out Salisbury University student
organizations or Salisbury area organizations so that you can survey
their members or speak to them face-to-face. You may also want to
talk to Science professors at Salisbury University and ask for