FIGURE 5.1
DEMOGRAPHICS & LIFE STYLES: SOURCES OF AVAILABLE DATA
Public Sector Data Provider
- Bureau of the Census
- Bureau of Labor Statistics
- National Center for Education Statistics
- State Data Center
- County, city planners
Data Types
- population statistics
- housing statistics
- general social & economic characteristics
- economic indicators
- education statistics
Sample Data Elements
- population by age, race, ethnicity, sex
- dwellings by type, average rents & mortgage rates
- family & household size, marital status, disability status
- employment by occupation & industry; personal, household & family income;
poverty status
- tax levies & revenues
- current school status, educational attainment
Data Geography
- U.S., regions
- states
- metropolitan areas
- counties
- incorporated places
- census tracts
- block groups
Private Sector Data Provider
Traditional market research organizations (e.g., Donnelley Demographics, Standard Rate
& Data Service, Nielsen & Arbitron ratings services)
Data Types
Sample Data Elements
Data Geography
Marketing geography (counties encompassing radio & TV audiences)
- Designated Market Areas (DMAs)
- Areas of Dominant Influence (ADIs)
Postal geography (used for target marketing by mailing list)
- States
- Sectional Center Facilities (SCFs)
- Zip Codes
Geodemographic/life style marketing (e.g., Claritas Corporation, National Demographics
& Life Styles)
Data Types
- Same as above
- life style data
Sample Data Elements
- Same as above
- Other government records (e.g., voting records, auto registrations, local & state
records)
- Consumer surveys & credit information reports
- Mailing lists of organization members & magazine subscribers
- TV & radio ratings
- New product warranty surveys
Data Geography
Marketing geography
Postal geography elaborated
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