Several resources from OU Libraries and the open web will allow you to research basic information about your target population.
- Mintel Academic (available until 9/22)
- DemographicsNow -- Mosaic Household Comparison: Basic information document
- ESRI Tapestry Segmentation Data (geodemography)
- Statistical Abstract of the United States (Proquest)
- US Bureau of Economic Analysis
- Bureau of Labor Statistics: Consumer Expenditure Survey Table -- Michigan Information
Marketing Information--Journal Articles
Using these databases, you can search for information on how others have marketed to your target audience.
- ABI/Inform Complete -- Recommended by the Business Librarian for marketing information
- Communication & Mass Media Complete
- Business Source Elite
- Social Sciences Full Text
Citing Demographics Now
Examples of APA style, courtesy The Bentley Library:
DemographicsNow. (2012). Boston, MA demographic detail summary [Data]. Retrieved June 21, 2012, from DemographicsNow database.
DemographicsNow. (2012). Boston, MA and San Francisco household comparison [Data]. Retrieved May 1, 2012, from DemographicsNow database.
DemographicsNow. (2012). Whole Foods [Company profile]. Retrieved June 17 2012, from DemographicsNow database.
DemographicsNow. (2012). Custom business search, NAICS Code 447 (gasoline stations) in Middlesex County, MA [Data]. Retrieved June 21, 2012, from DemographicsNow database.
Experian Marketing Services. (n.d.). Type G25: Urban edge. Mosaic USA. Retrieved March 26, 2015, from DemographicsNow database.
Many industries in Michigan have their own websites or related professional organizations, and these will often have valuable reports on who their customers are and what profits are, etc. One good example is the website of the Michigan Wine industry. Look for "About" or "Media" pages--they'll typically have fast facts and other data that you can use.
Michigan Museums Association
Michigan Recreation & Park Association
Charity Navigator--budget information, etc. for registered non-profit organizations
Don't be afraid to contact staff from an organization! Non-profits keep careful statistics on their attendance, funding, and other valuable information, and are often more than happy to share it.
Reference articles (encyclopedias and the like) can be a great place to start your research, learn basic information about your potential topic, and get some ideas for further reading (most have bibliographies). Kresge Library maintains an extensive collection of online virtual encyclopedias and reference tools.
Virtual Reference Collection
By using the "subject search" tab in this database, you can see if there is a subject term that matches your population. Subdivisions of that term might include terms such as "behavior", "case studies", or "observations".
Subject-specific databases contain journal articles, newspaper articles, and other items relevant to the particular discipline. These resources are both good for ethnographies. Try searching using keywords such as "behavior", "culture", "characteristics" and the like, combined with your population group keyword, or search the subject headings for your target population.
Library OneSearch, accessible at the top of the screen, would also be an excellent resource.