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Advertising/Branding Research Guide: Statistics and Demographics

Resources in advertising, branding and consumer information

Websites with Good Data


Go to the Business Resources Guide for more website recommendations, databases, and tools.

Data About Los Angeles and California

Pew Research Center

Pew Research Center is a non-partisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions.

Research areas include:

Opposing Viewpoints Database

Opposing Viewpoints in Context:

CAUTION: Data Manipulation

Whenever you are working with statistics, be mindful of the underlying data:

  • Who gathered the data? Why are they gathering it?
  • How did they collect the data? Was the data self-reported?
  • What questions were asked? Did they including leading questions?
  • What is the sample size? Is it large enough to be significant?
  • Who is reporting the data? Why?

Learn more about thinking critically about statistics:

  • Mona Chalabi: 3 Ways to Spot a Bad Statistic: TED talk

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