Shifting demographic conditions constitute a potent force in contemporary society. Business and government agencies have responded to this force through an increasing use of demographic techniques and the consequent emergence of the field of applied demography.Much of the applied demographers work involves smaller geographic units in an approach which allows market segments and target populations to be studied in detail.This volume brings together 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 demographic outcomes have universal application. Both small and large-scale populations are dealt with. A background in elementary algebra is sufficient for this book and for applied demography in general.