Applied demography is a technique which can handle small geographic areas -- an approach which allows market segments and target populations to be studied in detail. This book provides the essential elements of applied demography in a clear and concise manner. It details the kind of information that is available; who produces it; and how that information can be used. The sources mentioned are American, but the techniques for estimating have universal application. A background in elementary algebra is sufficient for this book. 'This is a handy, concise primer that summarizes various fundamentals of particular interest to the field (estimating total populations, household sizes, etc.)' -- Population Today, October 1984