LibGuides: ENTR 604: Franchise Management: Market Analysis

Wichita Metro Demographic Data

Many of these are freely available government sites that can be utilized to gather targeted market research for the Wichita Metro area.

American Factfinder (U.S. Census Bereau)
Search for Wichita, KS or do a "Guided Search" for specific information about area population, housing, and/or business & industry.
Economic Census
Browse economic data by industry, zip code, and more.
Kansas Statistical Abstract
Useful data and charts.
Consumer Price Index
Monthly data on changes in the prices paid by urban consumers for a representative basket of goods and services.
Policy Map
Allows you to download and map data relating to demographics, housing, income, crime, mortgages, health, jobs, manufacturing, supermarket access, and more. Includes data sets from over 65 public and proprietary sources.
Wichita Quick Facts (U.S. Census Bereau)

Search for "Who's Buying Series" in SmartSearch to see all available titles. Examples include:

Who's Buying by Age, 7th Edition by New Strategist Publications
ISBN: 1935775839
Publication Date: 2012
What households buy and how much they spend, and also how often they buy certain items.
Who's Buying by Race and Hispanic Origin, 8th Edition by New Strategist Publications
ISBN: 1935775855
Publication Date: 2012
The demographics of spending by race and Hispanic origin on hundreds of products and services in ten major categories ranging from apparel to transportation.
Who's Buying Transportation, 9th Edition by New Strategist Publications
ISBN: 1935775960
Publication Date: 2013
Who's buying cars and trucks, gasoline and motor oil, public transportation, vehicle insurance, maintenance, etc.

Consumer Expenditure Survey (Bureau of Labor Statistics)
Data on buying habits of American consumers, including their expenditures, income and consumer unit.
Market Segmentation: A Guide to Sources of Information
This Library of Congress guide lists internet sources that focus on market segmentation: generational, ethnicity, geographic, gender, gay/lesbian, and lifestyle. Sources include books, census sites, subscription and fee items, links to associations and marketing firms and more.
American Time Use Survey (Bureau of Labor Statistics)
Measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
Pew Research Center
Pew conducts research on various groups such as ages/generational, race/ethnic, socioeconomic status, gender, etc. Many study reports include psychographics.

Business Source Complete This link opens in a new window
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Search for your target audience, product, or service AND "consumer behavior" or "psychographic"
ABI/INFORM Collection This link opens in a new window
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Narrow your search to document type "Market Report" and/or "Market Research"

Search for articles using the term “market share” and the company name or product name. Articles may be the only way, if any, to find market share data for specific products.