Skip to Main Content

Course & Subject Guides

Marketing Research @ Pitt

This guide will introduce you to the resources available to conduct secondary marketing research.


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

Free Websites

The following websites and databases contain helpful global demographic information.

Pitt Databases

Free Websites

The following websites will provide helpful demographic information for Pittsburgh. Be sure to check whether the source is providing information on the city of Pittsburgh or the Pittsburgh metro area.