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Government Statistics


1.     Introduction

ABC is preparing its marketing plan for FY 2003.  It needs information to analyze whether there is a change of its target segment, young and professional group which is aged 20-35.  Identifying this can help ABC to develop better marketing mix strategy to satisfy the needs and wants of its target segment.

2.     Suitability of Problem

Segmentation by age is demographic data, which can be collected from third-party sources.  The data is available by searching through the Website from the Government statistics department.  Government statistics are suitable to solve the problem because of the effective and convenient services.  The Government takes the responsibility to provide high-quality statistical services contributing to the social and economic developments of the nation.  The compilation and dissemination of statistics are in accordance with scientific principles, professional ethics and international standards (HKSAR, 2002).  Hence, the adequate, relevant, reliable and timely statistics can be used to facilitate research, discussion, planning and decision making within the Government and in the community (HKSAR, 2002). 

The Government is the provider of official statistics in a nation and its Website contains up-to-date statistics and press releases covering major social and economic aspects.  The Government statistics are usually updated annually and provide summary data on demographic, economic, social and other aspects of the economy and society.  Governments, through their various departments and agencies, collect, analyze and publish statistics on practically everything.  Government documents also have their own set of indices. Therefore, the benefits of Government statistics are reliable, easily accessible, cost effective and efficient, and timely.

For example, the Website of HKSAR statistics is categorized into several sections including quick overview of major social and economic aspects of Hong Kong updated annually, up-to-date time series data for selected statistics frequently asked by users, updated figures with analysis and commentary for selected statistics, hyperlinks to official statistics compiled by other government departments and various policy bureau (HKSAR, 2002). 

In the United States, the US Census Bureau assumes the role as the preeminent collector and provider of timely, relevant, and quality data about the people and economy of the United States (US Census Bureau, 2002).  The US Census Bureau is committed to making every document on its internet server accessible to all.  FedStats is another Website offering full range of official statistical information to the public from the US Federal Government (FedStats, 2002).  Visitors can use the Internet's powerful linking and searching capabilities to track economic and population trends, education, health care costs, aviation safety, foreign trade, energy use, farm production, and more through official statistics collected and published by more than 100 Federal agencies without having to know in advance which agency produces them.

3.     Plan Objectives

The plan objectives include:

4.     Details of the Collection Plan

The details of the collection plan include determine data required, data collection, analyze data, ensure data reliability and relevancy, and develop appropriate marketing plan.

Determine data required

The data required includes:

Data collection

The data will be collected from the US Government Website such as US Census Bureau (www.census.gov/index.html) and FedStats (www.fedstats.gov/).  For example, the following information about United States population profile of 2000 is obtained from the US Census Bureau:

Subject

Number

Percent

Total population

281,421,906

100.0

Male

138,053,563

49.1

Female

143,368,343

50.9

Under 5 years

19,175,798

6.8

5 to 9 years

20,549,505

7.3

10 to 14 years

20,528,072

7.3

15 to 19 years

20,219,890

7.2

20 to 24 years

18,964,001

6.7

25 to 34 years

39,891,724

14.2

35 to 44 years

45,148,527

16.0

45 to 54 years

37,677,952

13.4

55 to 59 years

13,469,237

4.8

60 to 64 years

10,805,447

3.8

65 to 74 years

18,390,986

6.5

75 to 84 years

12,361,180

4.4

85 years and over

4,239,587

 

Median age (years)

35.3

 

The other information can be obtained in the similar manner by searching through the mentioned Websites.

Analyze data

The data collected will be analyzed to find the relationship using data mining techniques.  The data can also be rearranged based on the market research objectives, for example predetermined age group as shown in the following Figure.  For example, age group of 35-54 is the largest group with 30 percent of the population.  The age group of 15-34 cannot be neglected also as they account for 28 percent of the total population.  

Ensure data reliability and relevancy

Merely using the Government statistics to develop marketing mix is risky.  Hence, a survey will be carried out to ensure there is relationship between the ages of consumers of ABC and the data collected from the Government Website.  This is to ensure the data collected are relevant to achieve effective and efficient results.

Develop appropriate marketing plan

Finally, the data can be transformed into usable information to identify whether there is a change of segments, and to develop appropriate marketing plan for the target segments.

5.     Expected Outcomes

The data collected through Government statistics is reliable.  Although the expected outcomes are required to compare with the survey, they can provide benefits as discussed above which are easily accessible, cost effective and efficient, and timely.


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