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BUSINESS C741 - Health Care Marketing for Managers

This course research guide provides quick access to resources useful for the BUSINESS C741 group project.

Demographic & Psychographic Info

Find demographic (age, sex, income, etc) and psychographic data (i.e., consumer habits, values, attitudes, lifestyles, etc.) for your target market.

  • McMaster Users OnlyAmerican Attitudes: Who Thinks What about the Issues that Shape Our Lives, 2015, 2014, 2010, 2005     
    Organized into 9 chapters: Public Arena, Government and Politics, Science and Information, Religion, Work and Money, Family and Friends, Race, Personal Outlook, and Sexual Attitudes and Behavior. Based on the U.S. 2008 General Social Survey (GSS).
    Location of Print: MILLS Bookstacks HN 90. P8 A527 2010 & 2005
  • McMaster Users OnlyAmerican Generations: Who They Are and How They Live, 2013, 2010, 2005, 2003   
    Compare and contrast the demographics of the six living generations--iGeneration, Millennial, Generation X, Baby Boom, Swing, and World War II. Includes the demographics of each generation and examines their attitudes, education, health, housing, income, labor force, living arrangements, population, spending, time use, and wealth. U.S. focus
    Location of Print: Storage HC 110 .C6 M545 2003  
  • McMaster Users OnlyAmerican Time Use: Who Spends How Long At What, 2010, 2007 
    Presents the demographics of how people of different ages spend their time. U.S. focus.
    Location of Print: Storage HD 69 .T54 A46 2010 & 2007
  • Best Bet!McMaster Users OnlyArcGIS Business Analyst Online - request an ArcGIS account from Maps/Data/GIS
    Uses web-based GIS mapping technology to visualize demographic, lifestyle, behavioural, psychographic (e.g. PRIZM), spending and other data for Canada (& other countries).  Covers Canadian provinces, cities, neighbourhoods and more. Create and export data, maps, reports & infographics. Here's a sample PRIZM Segmentation Area Profile of Hamilton extracted from ArcGIS Business Analyst 
  • McMaster Users OnlyBest customers: demographics of consumer demand, 2015, 2012, 2011, 2008, 2006, 2001
    Identifies who the best customers are for selected products and services. U.S. focus. 
    Location of Print: Storage HC 79 .C6B47 2010, 2009, 2005, 2001 
  • Best Bet!open accessDataBank (World Bank)
    Includes a wide variety of demographic data for countries around the world.
  • open accessMake Shift (TrendWatching), 2020 to current
    Monthly bulletins which profile emerging consumer trends worldwide
  • McMaster Users Academic
    Includes demographic reports on various consumer groups and cohorts such as Generation Z, Millennials, Affluent food shoppers, etc. U.S. emphasis. 
  • Best Bet!McMaster Users OnlyPassport
    Includes reports and statistics covering worldwide consumer and demographic information. The Consumers menu has a Lifestyles section that includes consumer reports for Canada (& other countries) entitled Consumer Overview, Consumer Types, Consumer Values, Consumer Behaviour, and Consumers Tomorrow. These reports covers topics such as life priorities, leisure, technology, home life, health, working life, and shopping.
  • open accessPRIZM Lifestyle Lookup by Canadian Postal Code (Environics Analytics)
    Input a residential Canadian postal code to retrieve a lifestyle description for that neighbourhood.
    NOTE: This data is free to the general public. Additional PRIZM data is available in ArcGIS Business Analyst.

  • McMaster Users OnlyStatista
    Includes statistics, reports and infographics on a variety of topics such as consumer habits and preferences. International in scope.
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