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Market Research: Multicultural Marketing

African Americans

Detailed and historical socioeconomic statistics and demographic profiles for the Black Population in the United States are available from the Census Bureau.

Many demographic segments are profiled in the Black America Study conducted by the Yankelovich market research firm.

You can request a copy of these studies from Nielsen (see also African Americans):

African-American/Black Market Profile was originally compiled by the MPA: Magazine Publishers of America.

Experian Marketing Services has put together this brief Profile of African American Consumers and the longer African American Shopper Analysis.

Gale Research has this compilation: Statistical Record of Black America
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The Buying Power of Black America is briefly summarized by Target Market News, which offers the entire report for sale.

Hispanic Americans

Socioeconomic statistics and demographic profiles for the U.S. population of Hispanic Origin are available from the Census Bureau.

Many reports dealing with demographics, labor, employment, income, and housing are covered by Research on Economics from the Pew Hispanic Center.

The Center for Latin American, Caribbean & Latino Studies at the CUNY Graduate Center offers many Latino Data Project Reports, including profiles of immigrants from specific countries.

A small number of charts on media consumption by Hispanics are available from the Video Advertising Bureau.

Experian publishes a periodic report on The New American Consumer: Trends in Hispanic Consumer Demographics which can be requested.

A recent study from Latinworks and Ethnifacts is entitled The Plus Identity: Shifting Paradigms and the Future of Latino Cultre in the U.S.

The Growing Hispanic Population Means Big Business for These 7 Sectors was provided by IBISWorld.

These studies are available from IRI:

You can request a copy of these studies from Nielsen:

A similar report that can be requested from Experian is The New American Consumer: Trends in Hispanic Consumer Demographics.

Yahoo! recently released results of a study on Marketing to Hispanics.

Hispanic Brand Loyalty Segmentation Study is a conference presentation from Phoenix Marketing International.

Adam R. Jacobson and HispanicAd.com offers an annual report "Hispanic Market Overview":

AHAA: The Voice of Hispanic Marketing has these reports (and other Publications and Research) of interest:

In 2008, MRM Worldwide and MSN Latino released this study: The Online U.S. Hispanic: First- and Second-Generation Insights.

This compilation: Statistical Handbook on U.S. Hispanics is from Oryx Press.
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Gale Research has this compilation: Statistical Record of Hispanic Americans
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General Resources

As part of Brookings Institution's State of Metropolitan America research program, here's a recent report: The New Metro Minority Map: Regional Shifts in Hispanics, Asians, and Blacks from Census 2010.

The U.S. Equal Employment Opportunity Commission (EEOC) has created the Census 2000 Special EEO File with tables for race and ethnic distributions for states, metropolitan areas, counties, and selected places in the United States.

The U.S. Census Bureau has also generated graphical representations of data e.g. Mapping Census 2000: The Geography of U.S. Diversity, which shows total population and population percentage change since 1990.

There is a range of Metropolitan Racial and Ethnic Change Reports and Data from the Lewis Mumford Center for Comparative Urban and Regional Research, University at Albany.

Nielsen has this brief summary: Optimism and Opportunity: A Multicultural Look at Women in the US with a link to the longer report (registration required).

The Multicultural Economy from the Selig Center at the University of Georgia highlights the buying power of different groups:

401(k) Plans in Living Color: A Study of 401(k) Savings Disparities Across Racial and Ethnic Groups is a study from Ariel Investments and Hewitt Associates.

Statistical Portrait of the Foreign-Born Population in the United States is based on Pew Hispanic Center tabulations of the Census Bureau's 2010 American Community Survey (ACS).

More socioeconomic statistics on The Foreign-Born Population are covered by the U.S. Census Bureau.

Estimates of business ownership by gender, ethnicity, race, and veteran status is available as part of the Survey of Business Owners (SBO) 2007.

The Minority Business Development Agency provides a repository of publications on demographic trends, industry trends, and the US economy.

A print compilation of data is Racial and Ethnic Diversity: Asians, Blacks, Hispanics, Native Americans, and Whites from New Strategist Publications.
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Asian Americans

Start with this summary from the Census Bureau on the Asian Population: 2010 and this American Community Survey Brief: The Foreign-Born From Asia: 2011.

Other reports and tables on the Asian Population are also available from the Census Bureau:

One relevant report from the Spatial Structures in the Social Sciences project at Brown University is Separate but Equal: Asian Nationalities in the U.S.

A recently updated report on Asian Immigrants in the United States has been compiled by the Migration Policy Institute.

Asian-American Market Profile was compiled by the MPA: Magazine Publishers of America.

The Selig Center at the University of Georgia has provided an extract of their Multicultural Economy report with a Special Focus on Asian Buying Power by Subgroup in 2014.

You can request a copy of these studies from Nielsen:

Homeward Bound: An In-depth Look at Asian Homebuyers: a study conducted by FreddieMac.

The State of Asian Business was prepared by the Minority Business Development Agency of the US Department of Commerce.

Basic demographics (and Asian American Media Preferences) summarized by Améredia, a marketing firm:

Another source of information, focusing on Asian Indians, is New American Dimensions

Gale Research has this compilation: Statistical Record of Asian Americans
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Other Groups

Consider this summary from the Census Bureau on The Native Hawaiian and Other Pacific Islander Population in the United States, available as a PDF and PowerPoint slides.

More detailed socioeconomic statistics and demographic profiles on American Indian and Alaska Native Populations are also available from the Census Bureau.

Gale Research has this compilation: Statistical Record of Native North Americans
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The Census Bureau just released Arab Households in the United States: 2006–2010, and a related (less recent) report is We the People of Arab Ancestry in the United States.

The Arab American Institute offers this brief profile of Arab Americans in New Jersey as well as more general national demographics.

The Muslim World in Metropolitan America is a 2003 report from the Lewis Mumford Center at the University at Albany.

Some other American Community Survey Briefs include

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