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Entrepreneurship Resources @ Pitt

Information and resources to support multidisciplinary entrepreneurial research and activity.


Search Tips:

  • Use a combination of primary resources (surveys, interviews etc.) and secondary resources (reports, articles, and statistics) to help answer  "who would want my product/service"
  • Be sure to define your target market geographically and by the market's population
  • You'll likely need to use a variety of sources, from government websites to Pitt databases and talking with experts.

Finding Demographic Information

view of the 2000 US census results on peoples ancestry, by county. Demographics or demographic data are the characteristics of a human population as used in government, marketing or opinion research, or the demographic profiles used in such research.

Commonly used demographics include sex, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location.

Distributions of values within a demographic variable, and across households, are both of interest, as well as trends over time.

Image by the U.S. Census Bureau, on Wikimedia Commons.

The below websites and databases are great starting points for basic U.S. demographic data.

Pitt Databases

Web Resources

Pitt Databases

Web Resources

Pennsylvania Data

Pittsburgh Data

Finding Consumers and Psychographic Information

women shopping in grocery store

You can think of demographics as providing information about who your consumers are, and psychographics providing the why they purchase things.

There are many resources available to help you learn about consumers and their behaviors, attitudes, and opinions.

Image from the U.S. Department of Agriculture, on Flickr, CC BY.

Pitt Databases

Web Resources

Web Resources

Pitt Databases

Web Resources

Understanding the basic economic conditions can help understand and project consumer spending habits. Use the following websites.