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SM131: Business, Ethics, and the Creation of Value

Market Reports


Market Profile Reports: data for geographic markets, both on general demographics (age, income, etc.) and on lifestyles (proportion of households with people interested in gardening, etc.).
Lifestyle Analysis Reports: demographic data on those identified with a particular lifestyle group.
Demographic Reports: explore by demographic variable (e.g., 35-44 year-olds with $50,000-$74,999 income.), gaining market-by-market insight into where to find key audiences.
PRIZM Reports: provide insight into the household make-up of each DMA in the U.S. and the lifestyle traits of groupings of segments with common characteristics.
Print version, Lifestyle Market Analyst, can be found at the Pardee Library Services Desk. Does not include PRIZM reports.

Marketing Book Collection (Pardee Library Reference)

These books offer detailed breakdowns on various consumer segments within the United States. They can be found in the Reference collection on the 3rd floor of Pardee Library.

Here are some sample target market books by category:

Population Statistics

Assistant Head, Information Services

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Kathleen Berger
Room 318E
Pardee Library