Generation X. Ref HC110 .C6 G46 2009 (or Millenials Ref HF5415.33 .U6 M454x 2009
California Retail Survey. Ref HF5429.4 .C3 C35x 2010
Encyclopedia of Major Marketing Campaigns. Ref HF5837 .E53 2000
Household Spending: Who Spends How Much on What. Ref HC110 .C6 H68x 2008
American Generations: Who They Are. How They Live. What They Think. Ref HC110 .C6 M545 2003
The Lifestyle Market Analyst. Ref HF5415.33 .U6 L54 2007
Articles and books
Find articles using Academic Search Premier.Useful keywords include: consumers, consumer behavior, consumer preferences, consumer survey, consumer research, target marketing, and the specific name(s) of your target group. Also think of synonyms for your topic that might be used in the literature.
Look for business publication articles in ABI/INFORM.
Search for books in the University Library using the Library Catalog.
If you want more, order books from Link + catalog, from which books arrive in about 2 days.
Use one of the dictionaries of marketing, such as Dictionary of Marketing Terms (Ref HF 5415 .D4874 1995) or International Dictionary of Marketing & Communication (Ref HF 5412 .J4x 1987).
Demographics USA. Reserve Folio HF5415 .S84x 2008 (ask for at the circulation desk)
Community Profile Analysis: Consumer and Business Demographic Reports. Ref Folio HC107 .C22 S73x 2006
The American Marketplace: Demographics and Spending Patterns. REF HA203 .A635 2009
Best Customers: Demographics of Consumer Demand. REF HC79 .C6 B47 2008
California Cities, Towns, & Counties 2008. Ref HC107 .C2 C243x 2008
Who's Buying: Executive Summary of Household Spending. Ref HC110 .C6 W48 2009
Statistical Abstract of the U.S. at the Library reference desk: Ref U.S. Docs C3 .134
Nielsen's MyBestSegments Web site (enter zipcode). For details on Market segments there, ask librarian to log you in.
Several other online statistics sources are available to explore:
- Census 2010 Gateway
- RAND State Statistics
- Contains a wealth of county-level and (and some city-level) statistics on health care, crime, business, education, etc.
- From the opening screen, try a keyword search on the name of your city. Do the same with the name of your county.
- California Department of Finance: Demographic Research Unit: Reports and Research Papers
- Demographic information by county and city, including estimates and projections.