Population shifts directly affect the bottom line, so the basics of demography are now basic to business as well. Demographics combine demographic data with socioeconomic and geographic factors to help business and other managers know the market for the goods and services they offer. This guide explains market, product, and site analyses, discusses data sources and resources, and includes case studies involving the General Motors Corporation, Bell Atlantic, the Country Mart in Omaha, Nebraska, and Market Statistics, Inc. Post-war population trends have had an enormous impact on consumer and labor markets, bringing home to business the importance of taking advantage of demographic shifts. The baby boom created a 75-million-person "bulge" in U.S. age structure which affected school systems, housing, and the job market. Another shift is that households have been growing more rapidly than the population, with individuals living alone and childless couples contributing much of the growth. Geographic patterns of regional distribution have also altered, with the South and West accounting for most of the U.S. population increase. Advances in computerized access to data describing these changes and increased consciousness of their economic significance have spurred the application of demographic knowledge by managers and the growth of the demographic information industry. This document describes the resources and methods of demographics, including the creation and use of demographic data products. (SM)