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Market Segmentation: INTRODUCTION

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This guide covers resources on marketing to particular segments of the population as well as other sources that are important in determining the size and power of particular market segments. Below are listed some general online and print resources that may be helpful in identifying such resources. Please see the individual sections of this guide for marketing resources focused on specific ethnic, generational, geographic, or other groups.

There is much information that is tailored for specific groups that can obtained from marketing firms dedicated to marketing to specific segments: for example, Abbott-Wool External Link and Internet Marketingology External Link to name just a few. While the Library of Congress does not endorse any of these companies or their data, some of these marketing firms include research and other sources of information and insight into the particular target markets that may be useful to researchers. It should, however, be noted that some of their information may be limited to members or subscribers.

There are many boutique consulting/research firms that publish material on various demographics. Many such firms offer their reports for sale on their web sites. However, some of these reports have been aggregated into products like Link This is a paid database (which the Library of Congress does not subscribe to) and many of the reports are quite expensive, although it is frequently possible to buy only sections of the reports. The reports are grouped by topic, often with more detailed or specific categories; Most publishers also will make available a list of all the reports which they produce.

 Table of Contents

Other Groups
 > Gender
 > Gay/Lesbian
 > Lifestyle


Adv. showing freckled, toothless boy in coon-skin cap holding glass of Sunkist lemonade
Image caption: Advertisement for lemonade, 1955. Prints and Photographs Division (Library of Congress) Reproduction number: LC-USZ62-75888

Subscription databases like ABI-Inform, Business & Industry (RDS/Gale), General Onefile, and Business Source Complete have a large selection of full-text articles and citations. All four offer some sort of index term searching which can be helpful in those cases where what you are looking for is not easy to put into words. For example, Business & Industry has a field called Concept Term. which includes various terms, many of which are applicable to target marketing, such as:

African American marketTarget markets
Asian American marketMature market
Generation X marketBaby Boomer market
Generation Y marketAffluent market
Youth marketEthnic market
Women's marketMinority market
Men's marketGay/Lesbian market
Hispanic market 

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Print Resources

American attitudes : what Americans think about the issues that shape their lives / by the editors of New Strategist Publications. 6th ed. Ithaca, N.Y. : New Strategist Publications, c2010.
LC Call Number: HN90.P8 M58 2010
LC Catalog Record: 2011292810
Publisher's Website External Link

The American Marketplace: Demographics and Spending Patterns. Ithaca, N.Y.: New Strategist Publications, 1997 - present. Biennial.
LC Call Number: HA203 .A635
LC Catalog Record: 97642103
Publisher's Website:

An American Profile : Opinions and Behavior, 1972-1989 : opinion results on 300 high-interest issues derived from the General Social Survey conducted by the National Opinion Research Center / Floris W. Wood, editor ; Chronology of world events, 1972-1989 by Edward Weilant ; with a foreword by Tom W. Smith. Detroit : Gale Research, c1990.
LC Call Number: HN90.P8 A53
LC Catalog Record: 90220322

Consumer Sourcebook. Detroit, Mich. : Gale Research, c1974 - . Irregular.
LC Catalog Record: 84640200
LC Call Number: HC110.C63 C638

Haugtvedt,Curtis P., Paul M. Herr and Frank R. Kardes, eds. Handbook of consumer psychology New York : Lawrence Erlbaum Associates, c2008.
LC Call Number: HF5415.32 .H363 2008
LC Catalog Record: 2007017528
Table of Contents

Household Spending: Who Spends How Much on What. Ithaca, N.Y. : New Strategist Publications, c1997 - . Biennial.
LC Call Number: HC110.C6 O34
LC Catalog Record: 98658564
Publisher's Website:

Hoyer, Wayne D.M Consumer behavior. 5th ed. Australia ; Mason, OH : South-Western Cengage Learning, c2010.
LC Call Number: HF5415.32 .H69 2010
LC Catalog Record: 2008935578

Journal of consumer behaviour. [London] : Henry Stewart Publications, 2001-
LC Call Number: HF5415.32 .J672
LC Catalog Record: 2005206515

Laursen, Gert H. N. Business analytics for Sales and Marketing Managers : How to Compete in the Information Age. Hoboken, New York : John Wiley & Sons, [2011].
LC Call Number: HF5415.32 .L38 2011
LC Catalog Record: 2010050384

Rappaport, Stephen D. Listen first! : turning social media conversations into business advantage. Hoboken, N.J. : John Wiley & Sons, c2011.
LC Call Number: HF5415.1265 .R37 2011
LC Catalog Record: 2011005755

Yankelovich, Daniel and David Meer. "Rediscovering Market Segmentation," Harvard Business Review, February 2006, pp. 122-131.
LC Call Number: Consult reference librarian
LC Catalog Record: 25010769


American FactFinder (U.S. Census Bureau)

Consumer Expenditure Survey (Bureau of Labor Statistics)

U.S. Census Bureau

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American Association of Advertising Agencies External Link

American Marketing Association External Link

American Advertising Federation External Link

Asian American Advertising Federation External Link

The Direct Marketing Association External Link

Datamonitor External Link

EPM Communications External Link

Marketlooks from External Link

Mintel International External Link

National Opinion Research Council External Link

New Strategist External Link

Packaged Facts External Link

Experian Simmons External Link

Library of Congress Subject Headings

Additional works on market segmentation in the Library of Congress may be identified by searching the Online Catalog under appropriate Library of Congress subject headings. Selecting a subject headings below will link you directly to the Catalog and automatically execute a search for the authorized subject selected. Please be aware that during periods of heavy use you may encounter delays in accessing the catalog.

Advertising--Psychological aspects. Consumers--United States--Statistics.
Consumer behavior. Demographic surveys--United States.
Consumers' preferences--United States. Household surveys--United States.
Consumers--Research. Market research.
Consumers--United States. Market segmentation--United States.
Target marketing--United States. Marketing--Psychological aspects.

Last Updated: 03/22/2016

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  March 22, 2016
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