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Related Experiment Videos

Census data quality--a user's view.

W J Hawkes

    Journal of Official Statistics
    |January 1, 1986
    PubMed
    Summary
    This summary is machine-generated.

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    This study examines U.S. census data quality from a major user's perspective. It highlights how census data frameworks are crucial for commercial marketing research and suggests improvements for data utility.

    Area of Science:

    • Demographics
    • Marketing Research
    • Data Quality Assessment

    Background:

    • The U.S. Census Bureau collects decennial and economic census data.
    • Nielsen, a major data user, relies on census data for commercial marketing research.
    • Accurate census data is vital for understanding consumer behavior and market trends.

    Purpose of the Study:

    • To present a major user's perspective on U.S. census data quality.
    • To illustrate the application of census data in commercial marketing research.
    • To suggest methods for evaluating and improving census data quality.

    Main Methods:

    • Review of Nielsen's experience in using and evaluating census data.
    • Analysis of census data quality based on field evaluations.
    Keywords:
    AmericasCensusData CollectionData SourcesDemographicsDemographyDeveloped CountriesDeveloping CountriesEvaluationEvaluation ReportMarket ResearchMeasurementNorth AmericaNorthern AmericaPopulation StatisticsReliabilityResearch MethodologySocial SciencesUnited States

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  • Examination of census data as a framework for marketing surveys.

    • Main Results:

    • Census data serves as a critical framework for Nielsen's television audience and consumer goods sales research.
    • Nielsen's evaluations indicate specific areas for census data quality improvement.
    • Field evaluations provide practical insights into the accuracy of census results.

    Conclusions:

    • Enhancing census data quality is essential for maximizing its utility in commercial applications.
    • User-driven evaluations can significantly contribute to improving census data accuracy.
    • Continued collaboration between data users and producers is key for robust demographic and economic data.