Finding customers (a target market) who are interested in or need a specific product or service:

Best 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.

Who's Buying Series ... (New Strategist Publishers)

• Alcoholic & Nonalcoholic Beverages             Reference HD 9348 .U52 W46 2005
• Entertainment                                               Reference GV 53 .W46 2005
• Groceries                                                       Reference HD 9321.4  .W46 2005
• Healthcare                                                     Reference RA 410.53 .W46 2005
• Household Furnishings, Services
      & Supplies                                                 Reference HD 9773 .U6 W46 2005
• Information Products & Services                  Reference T 58.5 .W46 2005
• Restaurants & Carry-outs                             Reference TX 945 .W46 2005
• Transportation                                              Reference HD 9710 .U52 W46 2005
• Travel                                                            Reference G 155 .U6 W46 2005

• 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).

American Generations Series ... (New Strategist Publishers)

• Baby Boom:  Americans
  born 1946 to 1964                             Reference HF 5415.33 .U6 R877 2004
• Generation X: Americans
  born 1965 to 1976                             Reference HF 5415.33 .U6 G642 2004
• Millennials: Americans
  born 1977 to 1994                             Reference HQ 796 .M4797 2004
• Older Americans: A
  Changing Market                              Reference  HQ 1064 .U5 O43 2004

Lifestyle Market Analyst (SRDS)
 Reference HF 5415.33 .U6 L54 2007

Provides market analysis at the local, regional, or national level.  It breaks down the American population geographically and demographically.  It also includes extensive lifestyle information on the interests, hobbies, and activities popular in each geographic and demographic market.  Use section 1 to analyze a geographic market in terms of demographic characteristics and lifestyle interests.  Use section 2 to analyze a market segment of households interested in a particular lifestyle (ex. foreign travel).  Use section 3 to analyze consumer segment groups in terms of their geographical distribution and prevalent lifestyle interests. 
*Read the information on how to interpret data in the front of the book.

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 tool-bar.


• 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.

Determining target market size in specific geographic/market areas:

Chamber of Commerce or Economic Development websites for your city/state may provide information on demographics & market characteristics:

Salisbury Chamber of Commerce - Provides a concise overview of Salisbury in Facts & Figures.

Maryland Economic Development Partners

Maryland State Data Center

Missouri Census Data Center - click on Maryland and then search for zip & county data

Salisbury University: The Office of Institutional Research, Assessment, and Accountability   *For college student population demographics in Salisbury.

Other demographic sources:

Community Sourcebook of County Demographics (ESRI)
Reference HA 203 .S65 2004

For each state, provides county level data per Population, Race, Age, Households, Families, Median Household Income, Income, Spending Potential Indices.  Also provides, business data per county (number of firms, top industry). 
*Use this source for 2009 population projections per county.  Refer to front of book for data interpretation guidelines.

Community Sourcebook of Zip Code Demographics (ESRI)
Reference HA 203 .S66 2004

For each zip code, provides county level data per Population, Race, Age, Households, Families, Median Household Income, Income, Spending Potential Indices.  Also provides, business data per county (number of firms, top industry).  See 'consumer type' data for top lifestyle and % of households that fit that lifestyle.  Tapestry consumer types defined in the front of the book.
*Use this source for 2009 population projections per zip code.  Refer to front of book for data interpretation guidelines.

Survey 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)

The Right Site (EASI Demographics) - After a free registration process, users are provided access to ring studies, quick reports, maps, and more.

U.S. Census Bureau

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

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