In a short essay, explain the appeal of census data to marketers
What will be an ideal response?
a. Relevant data captured. Census data are useful in a variety of marketing research projects. The demographic data collected by the Census Bureau includes information about household types, sex, age, marital status, and race. Consumption detail related to automobile ownership, housing characteristics, work status, and practices as well as occupations are just a few of the categories of information available.
b. Geographical focus. What makes this demographic information particularly valuable to marketers is that these data can be geographically categorized at various levels of detail. These data can be summarized at various levels: city block, block group, census tract, metropolitan statistical area (MSA), consolidated metropolitan statistical area (CMSA), region (Northeast, Midwest, South, and West), or they can be aggregated for the nation as a whole. Census tracts have a population of more than 4000 and are defined by local communities. In urban areas, the MSAs have a population of at least 50000 and comprise of counties containing a central city. In addition, census data are available by civil divisions such as ward, cities, counties, and state.
c. High quality of data. In general, the quality of census data is quite high, and the data are often extremely detailed.
d. Available in a variety of forms. To facilitate business analysis, this information is available in multiple forms. One can purchase computer tapes, diskettes, or CD-ROMs from the Census Bureau for a nominal fee and recast this information into the desired format. Important census data include Census of Housing, Census of Manufacturers, Census of Population, Census of Retail Trade, Census of Service Industries, and Census of Wholesale Trade. Nielsen's PRIZM uses census data. Integrating enhanced census data with internal company databases is a useful application of multiple secondary sources.
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