The business of demographics
Russell, C.
Population Bulletin 39(3): 1-40
1984
ISSN/ISBN: 0032-468X PMID: 12313263 Document Number: 353246
The emergence of "demographics" in the past 15 years is a vital tool for American business research and planning. Tracing demographic trends became important for businesses when traditional consumer markets splintered with the enormous changes since the 1960s in US population growth, age structure, geographic distribution, income, education, living arrangements, and life-styles. The mass of reliable, small-area demographic data needed for market estimates and projections became available with the electronic census--public release of Census Bureau census and survey data on computer tape, beginning with the 1970 census. Census Bureau tapes as well as printed reports and microfiche are now widely accessible at low cost through summary tape processing centers designated by the bureau and its 12 regional offices and State Data Center Program. Data accessibility, plummeting computer costs, and businessess' unfamiliarity with demographics spawned the private data industry. By 1984, 70 private companies were offering demographic services to business clients--customized information repackaged from public data or drawn from proprietary data bases created from such data. Critics protest the for-profit use of public data by companies able to afford expensive mainframe computer technology. Business people defend their rights to public data as taxpaying ceitzens, but they must ensure that the data are indeed used for the public good. They must also question the quality of demographic data generated by private companies. Business' demographic expertise will improve when business schools offer training in demography, as few now do, though 40 of 88 graduate-level demographic programs now include business-oriented courses. Lower cost, easier access to business demographics is growing as more census data become available on microcomputer diskettes and through on-line linkages with large data bases--from private data companies and the Census Bureau itself. A directory of private and public demographic resources is appended, including forecasting, consulting and research services available.