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Target Market Research Guide


The American Marketing Association defines "psychographics" as "quantified psychological profiles of individuals, based on their attitudes and behavior."*

The sources provided in this section can help to get a better sense of the target market "on the basis of psychological/personality traits, lifestyle, or values."**

*American Marketing Association. Dictionary. Retrieved from

**Kotler, P. and Keller K.L., Marketing Management, 14th ed., Boston: Prentice Hall, 2012, p. 226.