Research, Citation, & Class Guides: Communication 417/617: Communication and Nonprofit Organizations: Consumers

Demographics Resources

Reference Solutions
ReferenceUSA offers searchable database modules containing detailed information on more than 222 million consumers and U.S. new homeowners and movers.
Simmons Insights
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Consumer survey data that brings a brand's target audience to life with vivid and complete profiles, including demographics, lifestyles, attitudes, brand preferences, and media use. Note: This resource is limited to 25 users at a time.
Note that data in this subscription is 2-3 years old. Please click Log Out (under the University of WI-Whitewater in the top right corner) when you are done. See http://libguides.uww.edu/simmons for assistance with searching.
Gale Virtual Reference Library
Access to electronic reference titles such as the popular New Strategist publications (American Generations, Who's Buying series, and more), as well as other social science and world publications.
Statista
Statistics and other quantitative data on media, business, finance, politics, and a variety of other areas of interest.
Census Data
The Census Bureau's data access point, including current data (back to 2010) from the decennial census, the American Community Survey, the Economic Census, and more.

Polling the Nations (Opinion Research Service Publishing)
Restricted to 4 users at a time
Polling the Nations is a compilation of more than 14,000 surveys conducted by more than 700 polling organizations in the United States and more than 80 other countries from 1986 to the present. Search by topic, question, date, geography, organization conducting survey and category of respondents (gender, ethnic groups, etc.).
Pew Internet & American Life Project
"The Project produces reports exploring the impact of the internet on families, communities, work and home, daily life, education, health care, and civic and political life."
American Customer Satisfaction Index
The only national cross-industry measure of customer satisfaction in the United States. The Index measures the satisfaction of U.S. household consumers with the quality of products and services offered by both foreign and domestic firms with significant share in U.S. markets.

Roper iPoll
Public opinion poll questions and answers on social issues, politics, pop culture, international affairs, science, the environment, and much more. Results from 1935 to the present from academic, commercial and media survey organizations.

Edison Research's Infinite Dial
Provides access to all of Edison's publicly available research including Edison Research's the Infinite Dial® research series which is a survey of digital media consumer behavior since 1998. The formats include digital audio, social media, podcasting, smart speakers, and other media-related technologies.