Analyzing a rental market

[Peter Mac]

I am new to real estate investing - but I've done a lot of reading, listening to those podcasts, and talking with people in the industry. I would like to ask for advice and if you have any pointers on where to look to / what to read when analyzing a rental market. I have a spreadsheet where I collect data on a few select cities. For example, one of the cities that I am looking at in Daytona Beach, FL. The spreadsheet would ask for:

Population: 63,011

Median household income: $28,164

# of households: 24,858

Owner-occupied: 14,123

Owner occupancy rate: 57%

# of people per home: 2.53

This is what I've just done to try to analyze this city to see if it's a good idea to jump on some rentals out here through creative real estate means. From looking at the above, what is your opinion on this city from a rental market perspective?

What would you include in your analysis?

If you have resources (links, books, blogs on BP), please link. Thank you!