WidgeCorp's demographic reports
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One of WidgeCorp's regional sales managers contacts you with a request. In preparation for rolling out a new type of snack food, she's been trying to make sense of some demographic data available through the AMA (American Marketing Association) and is overwhelmed. She explains to you that there are two files which contain reports generated from AMA's (American Marketing Association) website. AMA's website provides free demographical services where one can choose from a variety of criteria and generate reports based on the U.S. Census decennial data obtained at the beginning of each decade.
These files contain 4 reports: General Summary, Census Trend 1980 to 2000 Summary, Occupation and Employment Summary, and Income Summary. In these demographics reports the data for many of the variables is distributed into many different categories. For example, there are 7 different categories for Educational Attainment in the General Summary Report and 20 categories for Employment by Industry in the Occupation and Employment Summary Report. Help this regional sales manager see a smaller number of comprehensible categories.
Reference:
Summary reports. (n.d.). Retrieved March 3, 2006, from the Free Demographics Service on the American Marketing Association Web site (free registration required): http://www.marketingpower.com/content753.php
Attached is the reports for zip code 60614.
Using all four demographic reports: (Overview, Trend, Employment, and Population Detail) for zip code 60614, choose four variables (including at least one from each report) and explain how you would collapse the categories and why.
Please use the frequency tables, relative frequency tables and graphical techniques.
apa references
Current Geography Selection: ZIP Codes (2004 Q3): 60614 Chicago
General Summary Report
US Census 2000 Basic Variables
2000 Educational Attainment 2000 Marital Status
College: Associates Degree 1.90% Divorced 7.59%
College: Bachelor's Degree 44.19% Never Married 54.20%
College: Graduate Degree 33.99% Now Married 30.95%
College: Some College, No Degree 8.72% Separated 3.80%
School: 9th to 11th grade no diploma 3.19% Widowed 3.46%
School: Grade K - 9 1.95%
School: High School Graduate 5.60%
US Census 2000 Race and Ethnicity
Total Population: Race Hispanic Ethnicity: Race
American Indian, Eskimo, Aleut Population 0.20% American Indian/Alaska Native Alone 1.20%
Asian 3.70% Asian Alone 0.30%
Black Population 4.80% Black Alone 2.00%
Hispanic Ethnicity 5.40% Native Hawaiian/Other Pacific Islander Alone 0.10%
Native Hawaiian and Other Pacific Islander Alone 0.00% Some Other Race 35.00%
Not or Latino 94.60% Two or More races 6.40%
Other Population 2.10% White Alone 55.00%
Two or More Races 1.60% Hispanic Ethnicity Population 3,504
White Population 87.60%
US Census 2000 Occupation and Employment
2000 Means of Transportation to Work 2000 Travel Time to Work in Minutes
Bicycle 0.98% Median Travel Time To Work 28.9
Bus or trolley bus 15.50% 0 to 5 1.30%
Carpooled 7.00% 5 to 9 3.70%
Drove alone 39.50% 10 to 14 8.00%
Ferryboat 0.00% 15 to 19 13.10%
Motorcycle 0.00% 20 to 24 16.00%
Other means 0.80% 25 to 29 7.60%
Railroad 0.60% 30 to 34 19.10%
Streetcar or trolley car 0.30% 35 to 39 3.10%
Subway or elevated 22.60% 40 to 44 4.40%
Taxicab 2.40% 45 to 59 9.50%
Walked 6.00% 60 to 89 7.50%
Worked at home 4.30% 90 or more 2.30%
Workers Age 16+ 45,551 Worked at home 4.30%
US Census 2000 Family Status: Family Households
Family Households 10,458 Male Householder 3,316
Natural Born or Adopted Children in Family Hhlds 7,068 Male HHldr, no wife present, own children < 18 130
Grandchildren in Family Hhlds 213 Female Householder 2,789
Step Children in Family Hhlds 103 Female HHldr, no husband present, own children < 18 574
Married Couple Family 8,673
Married Couple Family w/ Children < 18 3,095
Married Couple Family w/ no own Children < 18 5,578
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Solution Summary
The solution discusses the WidgeCorp's demographics.
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Attached is a document that will assist with your studies on this subject.
Overview
To overview this, it must be stated that no matter the demographic or income, snack foods sell well. This demographic is well educated, with over 70% of the zip code graduating from college.
Collapse of Tables
Only the pertinent information from each table was used for this demographic snapshot. The majority numbers are what will be important to the marketing division for this product. The pertinent information was the two highest ranking categories in each report. Knowing the third, fourth, and fifth rankings is not prudent to the information needed to promote this product. Knowing this, the company ...
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