Demographics & Psychographics

Recommended Databases

The Shapiro Library subscribes numerous databases filled with scholarly articles, book chapters, research reports, statistics, and more from thousands of respected publications. The following is a list of some of the best database for finding demographics and psychographics:

EASI Analytic Software: The Right Site This link opens in a new window
Demographic and market analysis reports. To access: Email ask@snhu.libanswers.com for username and password, please provide your student ID number.
SRDS Media Planning Platform This link opens in a new window
The leading provider of media rates and data. Library subscribes to: Business Publication Advertising Source; Consumer Magazine Advertising Source; Direct Marketing List Source; Newspaper Advertising Source; Radio Advertising Source; TV and Cable Source; and Interactive Advertising Source. Access Note: The database has a concurrent user limit. If you can't access SRDS please try again later. The Claritas 360 Platform can only be accessed via the latest 2 versions of Google Chrome.
RKMA Market Research Handbooks This link opens in a new window
Shapiro Library subscribes to a number of consumer behavior and marketing research handbooks in sports, leisure, entertainment and travel.

Helpful Web Resources

US Census Bureau
The homepage of the US Census bureau is a portal to a wide range of demographic databases offering information on population, household activity and consumer spending.
Bureau of Labor Statistics
The BLS keeps and provides statistics on employment and unemployment and compensation among other topics. They also publish the excellent Occupational Outlook Handbook, which summarizes working conditions, pay, and training required for a wide range of occupations
Current Industrial Reports
The Current Industrial Report (CIR) program has been providing monthly, quarterly and annual measures of industrial activity for many years. The primary objective of the CIR program is to produce timely, accurate data on production and shipments
State and County Quickfacts
Easy to use website from the US Census Bureau. Provides comparative data for each state and county for 33 categories divided into three groups: Population, Business & Geography.