Subject and Course Guides: Public Relations: Psychographics, Demographics, & Public Opinion

Databases

Pew Research Center
Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world.

SimplyAnalytics

It is highly recommended to utilize full tunnel VPN for Wi-Fi and off-campus access. See information for VPN installation with Ivanti (formerly known as Pulse Secure) and details to establish the full-tunnel connection.
A mapping, analytics, and data visualization application with 100,000+ data variables, including: demographic data from the US Census back to 1980, and the American Community Survey (ACS), consumer spending data from the Consumer Expenditure Survey (CEX), 2020 election data, and D&B's points-of-interest business file providing detailed information on over 5 million businesses. Additionally, users have access to the premium MRI-SimmonsLOCAL consumer behavior dataset with data on over 8,000 brands, psychographics, social media habits, daily activities, life events, and MOSAIC market segments. Users also have access to the CDC PLACES health dataset that includes 27 diverse health measures, such as Health Outcomes, Prevention, Risk Behaviors, and Health Status while the Community Lifestages dataset presents data based on Householder Age, Household Income and Household Family Status.. Data is largely available down to the block group level, and custom locations can be created. Users may log in as a Guest, or create an account to save their work.
Works best with Firefox or Safari. There are known compatibility issues with Chrome when accessing off-campus or through campus WiFi.
Please note only five simultaneous users are allowed.
PolicyMap

Policymap is an online data and mapping tool and analytics platform with multidisciplinary applications that gives access to over 15,000 indicators related to housing, crime, mortgages, health, jobs, demographics and education. Data are available at all common geographies (address, block group, census tract, zip code, county, city, state, MSA) as well as unique geographies like school districts and political boundaries.
Data Axle Reference Solutions
(available at many Public Libraries)

A directory of detailed information on more than 14 million U.S. businesses and 210 million U.S. residents. Researchers can search by company name, geographic area, business type or by combinations of these criteria. In addition to address and phone number, each entry includes officer names and titles, parent and subsidiary information, SIC and NAICS codes, competitors, and public filings information.

NOTE: Only 50 simultaneous users allowed.
Points of View Reference Source

Points of View Reference Source provides a series of articles representing multiple controversial viewpoints. This resource can be used as a guide to debate, developing arguments, writing position papers, and for development of critical thinking skills.

Points of View Reference Source is a full-text database which provides 200 topics, each with an overview (objective background/description), point (argument) and counterpoint (opposing argument). Topics covered include such as: affirmative action, cloning, DNA profiling, HIV/AIDS status disclosure, immigration, the Iraq, Israel & the Palestinians, Katrina and FEMA response, nuclear proliferation, separation of church and state, standardizing testing, stem cell research, tax cuts, voting machines, etc.
iPoll

5/9/25 - We are actively aware that this database is inaccessible via off-campus. As a temporary resolution, please utilize full tunnel VPN for off-campus access. See information for VPN installation with Ivanti (formerly known as Pulse Secure) and details to establish the full-tunnel connection. We apologize for the inconvenience and appreciate your understanding.
The largest archives of public opinion polls with over 500,000 questions and answers asked in the U.S. since 1935. Available only to Faculty, Staff, and Students of UT Arlington.

iPOLL is the largest archives of public opinion polls with over 500,000 questions and answers asked in the U.S. since 1935. Topics include: economic issues/policy; education; elections, political parties/figures; government institutions; health issues; international affairs; news media/coverage; personal characteristics, beliefs, and lifestyles; polls and polling; science & technology; social issues; and U.S. defense & foreign policy. Also included are several thousand polls taken in some 70 foreign countries with emphasis on Latin America.
Wharton Research Data Services (WRDS)
Wharton Research Data Services (WRDS) is a comprehensive web-based data management system that allows UTA faculty and students to easily retrieve information from a wide variety of financial, economic, and marketing data sources

Wharton Research Data Services (WRDS) is an Internet-based data research service from the Wharton School at the University of Pennslvania. WRDS is a comprehensive web-based data management system that allows faculty and students to easily retrieve information from a wide variety of financial, economic, and marketing data sources. WRDS is best known for its holdings of historical financial data from CRSP and Compustat. This data covers over 30,000 companies and includes security prices and trading volume, income and balance sheet items.

American Customer Satisfaction Index
The Index measures the satisfaction of U.S. household consumers with the quality of products and services offered by both foreign and domestic firms with significant share in U.S. markets.
National Opinion Research Center (NORC)
NORC at the University of Chicago is an objective, non-partisan research institution that delivers reliable data and rigorous analysis to guide critical programmatic, business, and policy decisions.