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Many marketing decisions can
be addressed by analyzing secondary
sources of information, especially
when time and budgets do not
permit an immediate investment
in primary research. Although
there are an abundance of secondary
sources available, not all of
these sources are credible,
objective or relevant. Our preference
is to utilize original sources
and avoid those that appear
self-serving. By closely examining
the methodology used to produce
secondary data, we have identified
a selected list of organizations
that can be relied on to produce
objective information, including
the following:
- U.S.
Census Bureau
- Bureau
of Labor Statistics
- Department
of Commerce
- State
Data Centers
- Selig
Center for Economic Growth
- Pew
Hispanic Center
A
common question asked by decision-makers
is: Can the Census data be trusted
for market planning decisions
related to multicultural consumers?
Although any measurement system
is subject to sampling and non-sampling
errors, we like to point out
that in most cases, the Census
Bureau data: (a) is the most
objective, comprehensive source
of population data, (b) includes
sampling errors and undercounts
that are available to the public,
(c) provides detailed geographic
coverage, (d) is a good source
for comparing demographic information
with independently collected
survey data, and (e) is already
paid by tax dollars. Indeed,
few other secondary sources
can meet these standards and
most third-party organizations
that sell demographic information
rely on Census Bureau data for
their population estimates and
projections.
Contact
us to help plan your next
project using available sources
of secondary data.
Following
are some demographic tables
of interest.
U.S.
Population by Race and Hispanic
Origin, 1990-2000
Dallas City and County Snapshot by Race & Hispanic Origin,
2000
Top 10 Counties Ranked by 2000 Hispanic Population
Top 10 Counties Ranked by 2000 Black Population
Top 10 Counties Ranked by 2000 White Population
Top 10 Counties Ranked by 2000 Asian Population
Top 10 Counties Ranked by 2000 American Indian & Alaskan
Native Population
Census 2004 Estimates by Race and Hispanic Origin for U.S. and
States
Census 2004 Population Estimates by Race and Hispanic Origin
for Counties with 1,000,000
Population or Mor
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