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Marketing Research: Data, Statistics and Visualization

Marketing Research Projects LibGuide

American Factfinder Data Profile

Go to American Factfinder for your Data Profile

Data for Marketing Research

Esri Tapestry Segmentation : Enter a ZIP Code to see your neighborhoods' characteristics. 

Business Statistics

U.S. Bureau of Labor Statistics:  Gives data related to inflation, employment, productivity, workplace injuries and more. You can also create maps and industry data charts in their beta site. (example below) 

Bureau of Economic Analysis : Gives quick access to data such as GDP, Personal income, consumer spending, corporate profits and more. 

U.S. Securities and Exchange Commission: Do you want to know how much the CEO of Johnson & Johnson makes a year? this is the place to find out. (He made over 20,000,000) 

Census Business Builder - Small Business Edition  : This allows you to easily use key demographic and economic data to guide research about opening new businesses. 

Small Business Data Resources: This PDF has lots of links to various places to access data from Commerce/ Census bureau to company profiles and more. 

My Congressional District: Quick and easy access to selected statistics from the American Community Survey, and County Business Patterns.

West Texas Homeless Network Data: Access to data regarding homeless population in West Texas

How You Can Use Census Data

American Factfinder use image


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What does an American household look like?


    Single parent?



Households by Type


Marital Status


How common is education for Americans?  Is the U.S. an educated population?  What does this say about how the U.S. values education?

School Enrollment

Educational Attainment

What is an American in terms of where people are from?

What countries?  Are they citizens?

Is immigration to the U.S. increasing or decreasing?

Is the U.S. homogeneous or diverse in terms of ancestry?  How could this affect American culture?

Place of Birth

Citizenship Status

Year of entry

Language Spoken at Home

Ancestry by Country



What is the economic well-being of the U.S?

  How many are employed?

  Do both parents work?

  What industries and occupations?

Employment status



What is the average income

      Per person?

      Per family?

How many have benefits like health insurance?

Income and Benefits

Health Insurance Coverage

How many live at or below poverty level?  What does this say about equitable distribution of resources?

Percentage of Families and People Whose Income is Below Poverty Level




If the American dream is to own a house, how many people own one?

Housing Occupancy

Housing Tenure

Quality of living quarters


    Number of people per room

    Old house or new house?

    Adequate facilities?



Year Structure Built

Occupants per Room


Selected Characteristics

How many cars does the average family have?

Vehicles Available

How much do Americans value the quality of their house?  How much are they willing to spend on it?

Selected Monthly Owner Costs as a Percentage of Household Income




Is there such thing as a typical American?




Is the population aging or getting younger?  How might this affect America’s perspective?


Many people seem to identify themselves as multi-racial (dramatic change from 10 years ago).  What does this say about personal identity?


Race Alone or in Combination




Quick overview


Interprets the numbers.  Helps you know how to talk about the data with words and graphs.