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Fashion Merchandising Research Guide

Library Databases for Consumer Demogaphics & Psychographics

Business Source Ultimate (EBSCO)

Business Source Ultimate (an upgrade of Business Source Complete) offers more comprehensive full-text access to journals published in business disciplines, including management, marketing, finance, accounting, and economics.

Data Axle Reference Solutions

Data Axle (formerly known as ReferenceUSA) provides access to over 24 million businesses, including local small-scale businesses, and 235 million consumer data compiled from thousands of sources.


 IBISWorld provides in-depth reports on more than 1,200 major and specialized industries in the U.S. and worldwide. Each report consists of 30–40 pages of detailed industry analysis, including service/product analysis, market characteristics, demand determinants, and major markets and customers.

Mergent Intellect: Demographics

Partnering with Nielsen, Mergent Intellect provides a variety of demographics reports such as:
- PRIZM reports that offer information on 66 demographics and behavior types
- Nielsen Pop-Fact reports that help analyze consumer demands and markets for future product developments


A GIS-based database for online mapping with data on demographics, income and spending, housing, lending, quality of life, economy, education, and health in communities across the U.S.

Business Analyst Online (ESRI)

Business Analyst Online combines demographic and business data, detailed maps, and advanced spatial analytics with your own data to help answer "where" questions such as: Where should I locate my new store? Where is my competition? Where do my target customers live?

NOTE: Under the license agreement, ESRI resources may be used for educational, teaching, and research purposes only, and it requires a special access code. Please contact Hiromi Kubo or Library Research Help Desk (278-2174) for further information.

Library Books/eBooks

Open Data Sources

U.S. Census Bureau

American Community Survey

U.S Bureau of Labor Statistics

Consumer Expenditures - Data on expenditures, income, and characteristics of consumers in the U.S.

Time Spent - According to the American Time Use Survey, people between 20 and 24 years old spend about 10 minutes a day for reading. Ugh!

Statistical Abstracts of the United States - Nerdy as this sounds, if the library were on fire, this is the book I'd grab on the way out!  Fortunately, it is also online. The US government counts everything.  If you are looking for the number of tons exported to Korea in 2007 (4.5 billion) or how many gas stations also sell cigarettes (92,000), this is the place to look.

NOTE: Although this website has not been updated since 2012, you can access the latest content through the book (Location: Lower Level, HA202 U5) that the University Library acquires annually. Feel free to explore it for the most current information.

California Demographics - CA Department of Finance.

AARP (American Association of Retired Persons)

Claritas Segmentation - Consumer behavior and lifestyle segmentation by zip code


NPD Group - Great resource for marketing reports and sales information.

Pew Research Center - "Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research."

Social Explorer - Social Explorer provides easy access to demographic information about the United States, from 1790 to present, all in maps.

Worldmeters - This site displays various world statistics in real time.

Public Opinion

Field Research Corporation -The Field Poll*  The Field (California) Poll has operated continuously since 1947 as an independent, non-partisan, media-sponsored public opinion news service and has issued over 2,300 different reports. During its long history, The Field Poll has acquired a national reputation as a consistently reliable and authoritative source of public opinion trends in California.

Roper Center for Public Opinion Research*  Several thousand polls taken in the U.S. and some 70 foreign countries are housed in the Roper Center's library. They cover virtually all aspects of social sciences, ranging from civil liberties, crime, education, health, racial and ethnic minorities, to religion, women and women’s issues. Data is added constantly to the domestic and international collections of survey data. This is by far the most complete collection of public opinion information in existence.

Inter-University Consortium for Political and Social Research Data Holdings (ICPSR)* The data provided by ICPSR are available to support research in the social sciences, including (but not limited to) economics and finance, population studies, sociology, health care, education, politics and governmental studies. Includes data sets provided by governmental and non-governmental agencies, as well as data sets from privately and publicly funded research, opinion polls and other studies.

Pew Research Center  "Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research."

Urban Institute  "the Urban Institute gathers data, conducts research, evaluates programs, offers technical assistance overseas, and educates Americans on social and economic issues — to foster sound public policy and effective government."