Consumer research and advertising - FIN 480/536 - Finance for New Ventures

Census data

The U.S. Census Bureau is a great source for population, housing, economic, and geographic data. Quick Facts website can be a useful tool to get you started. Here's some of the data available:

Census Data - Main Search
Explore U.S. Census data on the population, places (by country, state, county, city, zip, tract, etc.), and economies.
Census Business Builder: Small Business Edition
This new tool provides key demographic and economic data to help entrepreneurs start a new business or expand an existing one. See tips on how to use this database.

Specific Surveys and Programs

Population and Housing Unit Estimates (Census.gov)
Publishes estimated population totals for the previous year for cities and towns, metropolitan areas, counties, stations, and the nation. Datasets come out on a rolling basis throughout the year according to a set schedule, with state, US, and Puerto Rico Commonwealth estimates available in December of the given year followed by county and metropolitan data. Check Schedule to determine the most current available dataset for the data you need.
American Community Survey
This nationwide survey is designed to provide communities with a fresh look at how they're changing. The latest data available is from 2016.
Decennial Census
The survey that comes to mind most often when you hear about "The Census", the Decennial Census Survey collects data every 10 years about households, income, education, homeownership, and more for the United States, Puerto Rico, and the Island Areas. The latest data available is from 2020.

QuickFacts and Local Data

QuickFacts offer statistics on population, age, gender, ethnicity, homeownership, education, income, retail sales, and more.

Help with Census Data

Census Quick Facts Tutorial
Census Academy
Trainings, help guides, and webinars for how to best use Census.gov tools.
FAQs on the Census
Answers on the Census itself as well as the data tools available.

More demographic and psychographic data

Population Data & Visualizations (Maps, Tables, Charts)

These three interactive tools largely draw on data from the U.S. Bureau of Census. View this box for full Census data and surveys.

Social Explorer This link opens in a new window
Provides easy access to current and historical U.S. Census data and surveys. Explore data layers like age, income, household structure, and more on the U.S. Map, or check out the Demographic Profiles section to explore population profiles by state, city, or zip code.
PolicyMap This link opens in a new window
U.S. national data, GIS mapping tool and analytics platform with data related to demographics, neighborhood conditions, real estate markets, federal income-eligible areas, money and income, lending activity, jobs and economy, education, health and more.
Data can be viewed by census block or tract in many cases, and city, county, zip code, state as well as congressional district, school district, state house and state senate districts. PolicyMap data can be presented as maps, tables, charts and reports and unlimited address-based data can be uploaded for use in PolicyMap.

City-Data.com
Interactive data tool for demographics and state or city characteristics.

Labor, Employment Data

Bureau of Labor Statistics (BLS) - Current Population Survey
A monthly survey conducted by BLS and the Bureau of Census. Contains information on demographics, labor force characteristics, employment and unemployment, hours of work, and earnings.
Data USA
Visualizations, reports, and maps of publicly available US government data on topics relating to employment, job skills, and education. Joint venture by Deloitte and Datawheel.

Consumer Behavior & Demographics Research

MarketResearch.com Academic This link opens in a new window
See the Demographics section of this database. UA users get free access to these reports, including Packaged Facts
Mintel Academic Market Research This link opens in a new window
Under the the Trends tab, see the Demographic drop-down menu. Under the Category Overview tab, also see Demographic. You'll need to set up a free account with your UA email address in order to download reports.
Statista This link opens in a new window
Access statistical data from market and opinion research institutions, as well as from business organizations and government, categorized into 21 market sectors. Browse Reports (select Market) or do a keyword search to find specific statistics and survey questions.
Tutorial

Advanced Consumer Research Tools (Dashboards, Survey Cross-tabs)

Bizminer This link opens in a new window
BizMiner produces the most granular industry statistical reports in the market. The database provides industry financial analysis benchmarks for over 5,000 lines of business and industry market trends on thousands more. Our market analysis reports are available at the national and local levels down to the zip code.
Statista This link opens in a new window
Go to the Insights tab to access Consumer Insights. This module lets you analyze survey questions and demographics by creating cross tabs. Great for narrowing down your target market.
Simmons OneView This link opens in a new window
Simmons OneView is the primary platform for providing marketers with access to the entire Experian Simmons product suite. Simmons OneView combines the trusted syndicated and custom research from Experian Simmons with powerful analytic tools and reports to provide marketers with vivid consumer insights via an intuitive online platform.
NOTE: Limited to 10 simultaneous users.

Arizona statistics

Western Blue Chip Economic Forecast
Features economic forecasts for Arizona and 11 other Western states. Data include personal income, retail sales, wage and salary employment, population growth, and single-family housing permits. Individual forecasts and the consensus for the current year and the year ahead are updated monthly.
Arizona Regional Economic Analysis Project
This site's tools let you examine and assess changing economic conditions and trends of counties or regions within Arizona.
Greater Phoenix Blue Chip
Offers forecasts by a panel of experts who track construction and general economic trends for the Phoenix metro area. Forecast tables and the consensus outlook are updated quarterly. Forecasts for Phoenix income, population, employment, and retail sales are also available.
Interactive maps for Arizona and the Phoenix area
The Maricopa Association of Governments offer interactive maps of demographic, employer, land use, transportation, and socioeconomic data. Some maps (demographic and employer data) are available for the whole state of Arizona, while others are limited to Pinal and Maricopa counties.

Advertising tools

Winmo This link opens in a new window
In addition to data on companies (ad spend, media types, brands) and advertising agencies, explore the Creative Library (off the main menu) to search an archive of brand and public ads in a variety of formats.
SRDS - Standard Rate and Data Service This link opens in a new window
Useful tool for building a marketing mix strategy. Find ad rates for more than 100,000 U.S. and international media outlets (direct marketing, websites, newspapers, etc.). Try searching for a media outlet (e.g. Arizona Daily Star) to view the details on subscription counts and ad rates. You can also browse for media based on parameters. The DEI tab allows you to filter by target audience to better reach marginalized or underrepresented populations.
Data Axle Reference Solutions (formerly ReferenceUSA) This link opens in a new window
Data Axle Reference Solutions can help users create marketing plans, calculate market size, conduct competitive analysis, and raise funds. It also acts as a directory for businesses and consumers.

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FIN 480/536 - Finance for New Ventures

Census data

Specific Surveys and Programs

QuickFacts and Local Data

Help with Census Data

More demographic and psychographic data

Population Data & Visualizations (Maps, Tables, Charts)

Labor, Employment Data

Consumer Behavior & Demographics Research

Advanced Consumer Research Tools (Dashboards, Survey Cross-tabs)

Arizona statistics

More statistical resources

Advertising tools

Information for

Libraries & Locations

Search form

FIN 480/536 - Finance for New Ventures

Census data

Specific Surveys and Programs

QuickFacts and Local Data

Help with Census Data

More demographic and psychographic data

Population Data & Visualizations (Maps, Tables, Charts)

Labor, Employment Data

Consumer Behavior & Demographics Research

Advanced Consumer Research Tools (Dashboards, Survey Cross-tabs)

Arizona statistics

More statistical resources

Advertising tools

Information for

Libraries & Locations

Connect