We’ve already created a consumer profile for our company and are still researching their information. So far we’ve identified their population, average income and average spending on apparel. California Fashions wants to start by selling its clothing to boutiques in California.
What is
the estimated population of California Fashions' consumers who reside in California?
There
are many ways to find this information using government websites. Ill talk
about the five that I use.The
first is by using the State and county QuickFacts search: http://quickfacts.census.gov/qfd/index.html#
This search tool shows
you frequently requested data, such
as summary estimates for population and race.You can
get overall information for the U.S by clicking on the USA Quickfacts tab. California Fashions needs information for the state of California, so select that option.
Once
you select a state, you’ll be directed to another page where you can filter by county and city.
The
second way is by using Easy Stats. If you
compare this search tool to the state and county quick facts one, you’ll notice that
it has additional topics. For example, education and job.
http://tigerweb.geo.census.gov/datamapper/map.html
Your
fourth option is to use American Fact Finder (How to use, see POST). Select
the “GEOGRAPHIES” tab and chose your selections.
I use
American Fact Finder pretty often but mostly when I have to. This is because I
don’t always see what I want on the front page and I’m not gonna navigate
through like 3 thousand documents. Agree right?
The
first three search options mainly show summary data so that’s what I use them
for. But when I need more detailed data sets I use either American fact finder
or I use my navigation skills. My 5th and
preferred method
is to actually navigate the census website.
Go to CENSUS.GOV and follow this path:
Topics > Population
> Population Estimates >Data
And here is the page with the information
that we are looking for. If you don’t
have a target age bracket, sex or race you can click on the links for Total
population. California Fashions needs very specific information and so we want the links under Total population.
What is the estimated population of Gen Y Females in California?
Our level of geography is states. Click on V2012 for Latest Available Complete Vintage.
The State characteristics you want are "Median Age and Age by Sex". Select one
of the first two links, which over one you need.California
Fashions, needs “SELECTED
AGE GROUPS by SEX”.
Select desired geography and download that information into Excel.
1. Highlight desired age group(s)
2. Scroll over to the latest 2012 estimates.
3. Add up the total females in your target age bracket
3. Add up the total females in your target age bracket
4. And we’ve got the answer to our latest
question
5.3 million Generation Y
Females reside in California.
ABOUT
My tutorials are for entrepreneurs who seek
free market research for their business plan, marketing plan or personal
use. I am just like you! So I hope you like this blog.
Research topics are mostly related to fashion / retail and wholesale trade but can also be applied to other industries as well. I get the majority of my information from government websites and it can get confusing for first timers. SoOo, I'll try to explain things as simple as I can. If I've confused you, Just ask!
My tutorials primarily show you where to find things, so if you need additional information on items discussed, please review the Q&A section of each blog post.
Research topics are mostly related to fashion / retail and wholesale trade but can also be applied to other industries as well. I get the majority of my information from government websites and it can get confusing for first timers. SoOo, I'll try to explain things as simple as I can. If I've confused you, Just ask!
My tutorials primarily show you where to find things, so if you need additional information on items discussed, please review the Q&A section of each blog post.
RESEARCH SUMMARY
In the last tutorial we:
Used information from Census.gov to identify
income and spending habits of our target market.
In this tutorial:
Geographic Segmentation (Location Research)
In the next tutorial:
Metropolitan and Micropolitan Statistical
Areas
Video Description
|
Summaries
|
General Population
Research
|
Our company name is California Fashions (Made up
for tutorials), a fashion design company specializing in apparel for women.
Our target consumers are females ages 16-34 (Generation Y Females). There are
roughly 41.7 million females in this age range.
|
Income and Spending by Age and Sex
http://silvermistdesigns.blogspot.com/2014/06/free-market-research-tutorial-income.html |
General Y Females make an average of $47,800
annually, with $489 typical spent on apparel and services.
|
Geographic segmentation (Location Research)
|
5.3 million Generation Y Females reside in
California.
|
QUESTIONS & ANSWERS
Links to items discussed in this blog:
*State and County Quickfacts:
http://quickfacts.census.gov/qfd/index.html#
* Easy Stats:
http://www.census.gov/easystats/#
*Data mapper:
http://tigerweb.geo.census.gov/datamapper/map.html
*American Fact Finder:
http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml
