LibGuides: Accounting Communications: Home

Video Tutorials

Using Census Data to Find a City's Demographics
Using Catalyst Quick Reports
How to generate easy to read infographic profiles of customers, demographics, psychographics, and more.
Finding Data in SimplyAnalytics
How to find and view demographic and consumer behavior data.

Top Choices

The following databases are the most common ones used to conduct research on demographics and consumer behavior. They are listed in the order that most students would use them.

Census Data
Find the most current and accurate demographics of a location. Search for your location, then click on View Profile to get basic demographic data. For more details, use the Tables feature.

Mergent Intellect This link opens in a new window
Use the PRIZM feature in the Demographics report to find psychographic segmentations of the people who live in a particular location.
Catalyst This link opens in a new window
Search through MRI-Simmons' massive survey of Adult consumers in the U.S. Use the Quick Reports function to find consumer behaviors of a demographics or the demographics of buyers of a particular product or service.
SimplyAnalytics This link opens in a new window
Use SimplyAnalytics to find the best locations for your business. You can get precise locations for where persons that fit certain demographics or consumer behaviors are found. You can also map exactly where businesses in a particular industry are located.
IBISWorld This link opens in a new window
In-depth profiles of industries in the U.S. many industries also have state reports, including county level statistics.

Survey of Current Business: By County, Metro, and Others
Find GDP by industry and county. Data is from the Bureau of Economic Analysis.

California Custom News Collection This link opens in a new window
This collection includes over 500 California newspapers. The Orange County Register is included in this collection. The collection supports a diverse range of research needs across an array of academic disciplines for students and faculty such as Business and Economics, Environmental Sciences, Social Sciences, Health Sciences, Arts and Humanities, STEM and more...