Communicator Resources

Best Bets

On Audiences and Audience Research

Our research expert recommends:

Core Resources

• Curry, D. J. The New Marketing Research Systems: How to Use Strategic Database Information for Better Marketing Decisions. John Wiley & Sons, Inc. New York. 1993.
• Lavin, M. R. Understanding the Census: A Guide for Marketers, Planners, Grant Writers and Other Data Base Users. Epoch Books, Inc. Kenmore, NY. 1996.
• Meyers, J. H. Segmentation and Positioning for Strategic Marketing Decisions. Chicago, IL: American Marketing Association. 1996.
• Weinstein, A. Market Segmentation: Using Demographics, Psychographics and Other Niche Marketing Techniques to Predict Consumer Behavior. (Revised Edition .). Probus Publishing Co. Chicago, IL. 1994.
• Weiss, M. J. The Clustering of America. Harper & Row, Publishers, Inc. New York. 1989.
• Weiss, M. J. The Clustered World: A Guide to Lifestyles in America and Beyond. Little Brown, Inc. New York. 1999.

Web Links

• U.S. Census Bureau
  Gives census information on local and state levels.
• FedStats
  The "gateway to statistics from over 100 US Federal Agencies."
• Claritas
  Claritas is a premier provider of marketing solutions. It offers tools, data, etc. to identify, reach and retain the most profitable customers.
• Simmons
  Simmons collects a mix of marketing and media data to help marketers reach into the area of attitudinal & behavioral consumer research. It enables you to reach customer and better understand the audience.
• Nielsen Media Research
  Nielsen Media Research is the leading provider of TV information services in the US and Canada.

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