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BUS 395 - Entrepreneurship

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Katherine "Kitty" Luce
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Finding Demographics

When looking at the market it is important to identify who will potentially be buying your product. For example:

Who are the current customers?
What is the purchasing power of target customers?
Pyschographics and lifestyles of customers?

Many of this data can be found via government resources such as the US Census or Bureau of Labor Statistics. Some commercial data providers use government data in conjuction with their own survey data for their estimates and forecasts.

Consumer Behavior & Demographics

Additional Data & Statistics

The American Customer Satisfaction Index: Quantitative analysis of the causes and consequences of customer satisfaction, covering 10 economic sectors, 45 industries, 225 companies, and 200 government services.

American Time Use Survey: The Bureau of Labor Statistics collects annual information on the average hours Americans spent in primary, weekend, leisure and sport activities.

Bureau of Economic Analysis: The cornerstone of BEA's statistics is the national income and product accounts (NIPAs), which feature the estimates of gross domestic product (GDP) and related measures.

Survey of Consumer Finances: From the Federal Reserve Board, a triennial survey of the financial statements of households in the US, including expenditures and the use of banks.

Current Population Surveys: The Current Population Survey (CPS) is a monthly survey of households conducted by the Bureau of Census for the Bureau of Labor Statistics. It provides data on the labor force, employment, unemployment, persons not in the labor force, hours of work, earnings, and other demographic and labor force characteristics.

Thanks to the University of Pennsylvania Library for sharing this compilation of resources.

New Strategist Publications

Consumer Research Journals

These journal report on research conducted into consumer behavior.

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