Mapping these variations may reveal valuable, visual information that can be used to show the attractiveness of a downtown location and aid in business recruitment and expansion. Effective demographic mapping requires an understanding of some basic cartographic concepts. Perhaps the most important concept is an understanding of the problems associated with demographic densities.
Moreover, many business owners would view the large concentration of customers as a competitive advantage over a non-downtown location. However, a map showing the number of people in each geographic unit e. As a real world example of this problem, consider the following of the La Crosse, Wisconsin, area depicting the population by census block group. Why does this type of map fail to accurately represent the number of customers in downtown?
The problem is that the sizes of census block groups differ. While the U. Census Bureau tries to control the number of households in each block group, it is not always possible to make the units the same size. Problems associated with geographical barriers rivers, mountains, etc. When these large census block groups are located away from downtown, it appears that downtown has a small population compared to the outlying urban areas.
Additionally, there may be many more block groups with smaller populations located in a smaller area. However, their small size and small population values can become obscured on a map.
Consequently, the larger number and grouping of these smaller block groups need to be addressed. GIS can tackle this problem by creating a map that accurately depicts population density. The following map illustrates the same La Crosse, Wisconsin, area with an equivalent color scheme.
Here, the viewer sees that there is a large population clustered around the downtown and a relatively small population toward the urban fringes. The story told by the population density map would not be seen in a single population value representing the entire trade area. As a result, the new map aids in showing the potential of downtown as a business location and can be used as a valuable business recruitment tool. The previous section discussed how GIS could create a useful visual representation of demographics.
However, GIS is not limited to producing maps and graphics. GIS can also be used as an analytical tool in demographic analysis. As an example, consider the problematic nature of assembling demographics for non-local visitors. Profiling visitors is essential in the study of tourists, commuters and other market segments. While collecting demographics for the surrounding resident market is a straightforward process, visitors can come from a wide area. Obtaining and analyzing demographics for every area that produced a visitor is unrealistic using traditional methods.
In these instances, GIS can be used to profile demographics of the non-local market. Many businesses dependent on visitors, such as hotels, maintain customer address lists.
These addresses are useful in market analysis because knowing where visitors live provides information about their neighborhood demographics. Each census block group is accompanied by rich demographic information available through the U. Census Bureau or through private data providers. Specifically, each census block group, or neighborhood, includes information on income, population, occupation, education, age and housing. This information can be entered into a GIS and used as a surrogate for demographic information on each individual visitor.
Therefore, the demographics of a neighborhood as a whole can be used to represent the demographics of an individual visitor from that neighborhood. Using addresses, GIS can determine every neighborhood that produced a visitor and extract the demographics of these neighborhoods.
The demographics extracted from each visitor neighborhood can be combined to produce a useful demographic profile of the visitor market. The demographic profile is even more useful when it is given some perspective. Similar to the comparable communities analysis discussed earlier in this section, the visitor demographic profile can be used to determine what makes visitors demographically different from the general population.
Instead of comparing local community demographics to those of other communities, the visitor demographics can be compared to the demographics of a larger region. For instance, if visitors primarily originate from a three-state area, the visitor demographic profile can be compared to the demographics for the entire population of those three states. These demographic profiles of the community visitors and the larger region can be compared on a category by category basis.
Step 1. GIS is used to map the locations of visitor addresses. As an example, the following shows a map of visitor origins for a sample community. Step 2. Once the visitor origins have been mapped, GIS is used to determine the neighborhoods containing each visitor and extract the associated neighborhood demographics.
These neighborhood demographics are used as a surrogate for the demographics of an individual visitor. The following is a map of one sample neighborhood showing visitor origins, as well as some of the demographics associated with the neighborhood.
Step 3. GIS is used to combine all of the demographics extracted from every visitor neighborhood. Combining the neighborhoods creates a demographic profile of the visitors. To aid in the analysis, GIS also creates a demographic profile of the larger region.
The regional demographic profile includes every neighborhood in the region instead of just those neighborhoods that produced visitors. These two profiles are then used to examine differences in visitor demographics. For instance, the table shown below compares several demographic categories. The first column contains the demographic category; the second column shows the visitor demographic profile; and the third column depicts the profile created for the larger region.
In this example, GIS was able to demonstrate that visitors originated in neighborhoods that had higher incomes, a greater proportion of college-educated residents, more executive and professional employees, a higher rate of home ownership, and more vehicles per household than the overall three-state region. The toolbox is based on and supportive of the economic restructuring principles of the National Trust Main Street Center.
The Wisconsin Main Street Program Wisconsin Department of Commerce has been an instrumental partner in the development of this toolbox. We teach, learn, lead and serve, connecting people with the University of Wisconsin, and engaging with them in transforming lives and communities. SurveyMonkey Audience knows who is taking the survey and therefore it can automatically pipe in five types of demographic information gender, age, household income, device used to take the survey, and location directly into your results.
Using the Filter and Compare tools in SurveyMonkey Analyze, you can easily compare and contrast how different demographic groups answer your questions.
This makes demographic segmentation and data analysis with SurveyMonkey Audience even easier. Products Surveys. Specialized products. View all products. Survey Types. People Powered Data for business. Solutions for teams. Explore more survey types.
Curiosity at Work. Help Center. Log in Sign up. Gathering demographic information from surveys. Get started. What are demographic questions? How do you collect demographic information? Why you should collect demographic information. What demographic information is good for. Question examples for gathering demographic information. What is your gender? Female Male Other specify. Marital status. Married Widowed Divorced Separated Never married.
Less than high school degree High school degree or equivalent e. Employed, working hours per week Employed, working 40 or more hours per week Not employed, looking for work Not employed, NOT looking for work Retired Disabled, not able to work. Household income. Some demographic survey templates you can use. Employment template. Education demographics template. Firmographics template. Target market demographics template and typical customer demographics template.
How to easily create demographic surveys. Demographic segmentation examples explain how researchers divide a market into smaller groups according to age, gender, family income, race and ethnicity, qualification, marital status, nature of employment, etc. It is an extremely tedious task to accommodate customers belonging to different demographics and develop an exhaustive marketing plan. Demographic examples ease creating a strategy for a marketer.
Thus, they are one of the most commonly implemented marketing segmentation methods compared to other techniques such as geographic segmentation, behavioral segmentation , or psychographic segmentation. As the details required for demographic examples are easily accessible, marketers have gained popularity to gather and analyze immense data in brief periods.
According to demographic diversity, dividing the target audience will help a marketer design an accurate marketing plan that will yield productive results.
The products or services that interest a White, year-old boy, might not interest a year-old Asian woman. Here are a few more demographic examples that researchers commonly use:. There are several advantages of dividing the target audience according to demographics. Though you're welcome to continue on your mobile screen, we'd suggest a desktop or notebook experience for optimal results. Survey software Leading survey software to help you turn data into decisions.
Research Edition Intelligent market research surveys that uncover actionable insights. Customer Experience Experiences change the world. Deliver the best with our CX management software. Workforce Powerful insights to help you create the best employee experience. What are Demographic Examples.
What is a demographic? Select your respondents What are the various examples of demographic segmentation? Here are a few demographic examples: Age segmentation — Age is one of the most common demographic segmentation elements. Every age group has its peculiar characteristics and needs. Babies require a constant supply of diapers, select clothing, formula, and other such products, while toddlers require educational toys, coloring books, products that stimulate their mental and physical growth.
Middle-aged adults may invest a lot more in an expensive technological gadget than a teenager. An old-aged person would rather spend their money on buying health-related products. As seen in all these examples, every segment has specific requirements, and organizations can develop marketing strategies based on these requirements to obtain valid results.
Family segmentation — There is a lot of variation in this segmentation type. A lot of families have one or multiple children.
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