FEATURE
PAPER
Using
The U.S. Census Bureau’s Online "American Factfinder" Site
to Visualize and Analyze Site Location Issues in a Retail Environment: An Assessment and Application
The
following paper was presented at the 2007 USASBE/SBI Conference.
It was written by Ronald S. Rubin of the University of Central Florida.
Abstract
This paper illustrates
how the U. S. Census Bureaus "American FactFinder" web site
can be
used to visualize and analyze census data for decision-making in a small business
environment.
The site allows users to make informed decisions based on the diverse demographic
and
economic information presented in two formats: tables and maps. By visualizing
and analyzing
spatial locations it is possible to determine market areas that are underserved
and determine areas
that have demographics that a small business prefers. As an illustration of its
application, the
"American FactFinder" database was used to help identify a new site for a gourmet
restaurant.
Introduction
The purpose of this paper is
to show how the U. S. Census Bureaus "American FactFinder" web
site can be used to visualize and analyze census data for decision-making in
a small business
environment. The site offers users a detailed breakdown of U. S. demographics,
and allows users
to make accurate and informed decisions based on the diverse demographic and
economic
information. The site is an interactive tool for providing quick and easy access
to census
information. It is a free service available to anyone who has access to the Internet.
The
information available is derived primarily from the 1990 and 2000 decennial censuses
of
population and housing, the 1997 and 2002 Economic Census, the American Community
Survey
conducted from 1996-2004, and the Population Estimates Program. In addition to
these primary
sources, the site is updated regularly with information from smaller surveys,
which are
conducted by the Census Bureau on an ongoing basis. The site permits users to
obtain
information in two formats: tables and maps. Tools help one create various tables either
from
predefined templates or using ones own preferences and generate maps illustrating
data and
statistics. Other sections allow one to research industry and business facts
and economic census
data. The site also allows one to access data using a variety of methods. Items
labeled "quick"
help one locate data or generate reports with only a couple of mouse clicks.
Other methods help
one perform more detailed research or construct more complicated queries. By
visualizing and analyzing spatial locations it is possible to determine areas that are underserved
and determine areas that seem to have a predominant demographic that a small business prefers.
As an illustration of its application, the "American FactFinder" database was used
to help identify a new site for a gourmet restaurant.
Read
the Entire Paper...
TIP
OF THE WEEK
Evaluate
Your Data
Contrary
to popular belief, sometimes numbers do lie. That's
why, when evaluating data, you must always consider
its source. Remember, the source is not necessarily
the website or database where you found your information,
but the entity that did the primary research and
compiled the data you found.
One of the first things
to look for when examining a data source is whether any potential
bias or hidden agenda is influencing the data. Imagine that you
are searching for data on cigarette sales to minors. You find
several studies on the issue, drawing very different conclusions.
Which source do you believe offers the most reliable data?
A government agency
A tobacco industry association
An anti-smoking advocacy organization
A private, for-profit research company
A university research study
Any one of these sources
might have an agenda other than simply report the facts. For
instance, although both the tobacco industry association and
the anti-smoking organization might have special expertise on
the topic of cigarette sales, their particular points of view
could lead to inherent bias in their research results. The private,
for-profit research company may well be conducting the study
for a client with a special interest in the issue (such as the
tobacco industry), and this could also skew the results.
Remember, the types of
questions a researcher asks, the size of the survey sample, the
composition of those surveyed, and how the data is compiled can
all dramatically influence the results produced.
Generally, the most accurate
sources are considered to be:
Government data, particularly from the U.S. Census Bureau. Government data is generally regarded as fairly accurate, as it is drawn from large samples. Also, it is expected that such data is free from inherent bias.
Private research company data. Private research companies are paid large sums of money to gather data relating to an industry. Since their primary income comes from the sale of such data, their accuracy is directly related to their ability to stay in business.
Studies conducted by universities. Generally, studies conducted by university faculty and researchers are highly regarded. Such studies typically undergo academic review and are likely to follow accepted research procedures. Ideally, such studies are relatively free of bias.
Studies using large samples. The greater the number of respondents, the more likely the information they supply reflects reality.
In many situations, finding
information about the method(s) used to collect data can help
you evaluate its credibility. For instance, trade associations
may be an excellent source of data, since many trade associations
collect information about their industries. However, this data
may be either highly reliable - when it comes from those associations
that are careful and objective in their research - or highly
unreliable - when, for example, an association uses data for
political or marketing purposes.
When assessing the quality
of data, look for:
GOOD SIGNS
Data was collected by an independent research firm
Large sample size
Large percentage of those polled responded
Objective, neutral questions were asked
BAD SIGNS
Study was funded by a private company or association with a political agenda
Small sample size
Small percentage responding
Questions were skewed to elicit particular responses
| Rhonda
Abrams Successful Business Research: Straight to
the Numbers You Need-Fast!.
2006. The Planning Shop. p48-49. |
|
CONFERENCES
ASU
|
| Who: |
Arkansas
State University
|
| What: |
Identity
Solutions Symposium & Workshop
|
| Where: |
Jonesboro,
Arkansas, USA |
| When: |
February
21-22, 2007 |
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|
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N/A
|
| Who: |
Alfred
University College of Business, Penn State University-Altoona
Department of Business and Engineering, & University
of Guam School of Business and Public Administration
|
| What: |
Doing
Business in the Global Economy
|
| Where: |
Marriott
Hotel Resort and Spa, Tumon, Guam |
| When: |
March
5-6, 2007 |
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FBD
|
| Who: |
Federation
of Business Disciplines
|
| What: |
34th
Annual Meeting
|
| Where: |
San
Diego, California, USA |
| When: |
March
14-17, 2007 |
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SLU
|
| Who: |
Saint
Louis University-John Cook School of Business,
Entrepreneurship Program
|
| What: |
Gateway
Series for Entrepreneurship
|
| Where: |
Saint
Louis University, St. Louis, Missouri, USA |
| When: |
April
12-14, 2007 |
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ICSB
|
| Who: |
International
Council for Small Business (ICSB)
|
| What: |
World
Conference
|
| Where: |
Turku,
Finland |
| When: |
June
13-15, 2007 |
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CALLS FOR PAPERS
CG
|
| Who: |
Common
Ground |
| What: |
The
Seventh International Conference on Knowledge,
Culture & Change in Organizations
|
| Where: |
Singapore
Management University, Singapore |
| When: |
July
24-27, 2007 |
Submission
Deadline:
January 31, 2007
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|
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iBAC
|
| Who: |
International
Business Academics Consortium
|
| What: |
International
Conference on Business and Information
|
| Where: |
Tokyo,
Japan |
| When: |
July
11-13, 2007 |
Submission
Deadline:
January 31, 2007
|
|
|
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ISOBD
|
| Who: |
International
Society of Business Disciplines
|
| What: |
Semi-Annual
Professional Meeting
|
| Where: |
Las
Vegas, Nevada, USA |
| When: |
March
18-21, 2007 |
Submission
Deadline:
February 18, 2007
|
|
|
|
AA
|
| Who: |
Allied
Academies
|
| What: |
2007
International Conference
|
| Where: |
Jacksonville,
Florida, USA |
| When: |
April
11-14, 2007 |
Submission
Deadline:
March 1, 2007
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