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Hospitality Management & Event Management Research Guide

This is a general subject guide for the Event Management & Hospitality Management programs

Psychographics, Demographics & Geographics

The Census Bureau is the leading source of quality data about the nation's people and economy.

Provides data on expenditures, income, and demographic characteristics of consumers in the United States.

This site replaced the decommissioned American FactFinder.

Not all information is free on this site, but you can access some market segmentation data.

VALS (Values and Lifestyles) categorizes U.S. adult consumers into mutually exclusive groups based on their psychology and several key demographics. This site provides background information about VALS and an online version of the VALS questionnaire.

ICIP provides resources for understanding regional economic and demographic change.

This guide includes books and other resources that discuss marketing to particular segments of the population along with other sources that are important in determining the size and power of a particular market segment.

Provides information on consumer behavior and brands.

Discover what's popular in Internet searching as a way of gauging trends and patterns.

Many agencies turn to this site for trends and lifestyle information. Though a pay-walled, some resources can be browsed for free.

Offers a number of free demographic reports.

Find demographic information specific to Ames under this site's Community Profile section.

Access the Magazine Qualitative Audiences Report, which provides readership information for specific titles. Or find out the target market for various products. The Reading Room subscribes to this resource, but to gain access you must create an account using your Iowa State email. To get started, click on "Register for a FREE Account." Please use the Internet Explorer browser when using Mediamark.

The World Factbook provides information on the history, people and society, government, economy, energy, geography, communications, transportation, military, and transnational issues for 267 world entities.


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Charles Yier
150 Parks Library
Iowa State University

Books for Demographics