CAP 115: Research Basics for Advertising and PR: Data-Planet Help

Research Basics for Advertising and Public Relations

Tutorial

What's in EASI

U.S., states, counties, census tracts, and block groups

EASI Market Planner uses 13 datasets to compile market and business research from the Census Bureau, Bureau of Labor Statistics, and Mediamark. Mediamark is a market research firm that annually publishes The Survey of the American Consumer, based on detailed interviews of 26,000 households. EASI develops model-based indicators of the demographic characteristics, consumer spending, and behavior patterns for the U.S., states, and counties.

Below are brief descriptions of each of the 13 datasets. 

Consumer Behavior – Mediamark - This dataset shows U.S. consumer usage and purchasing patterns for over 6,000 products and services. Data are from Mediamark’s annual Survey of the American Consumer, based on 26,000 face-to-face interviews conducted nationwide in consumers’ homes. Easy Analytic Software Inc.(EASI) uses its statistical modeling technology and demographic profiles of various geographic areas to show Mediamark’s data for States, counties, census tracts, and block groups.

Consumer Expenditures - This dataset shows average annual household expenditures for various types of products and services. Data are from the nationwide Consumer Expenditure Survey (CEX), conducted annually by the Bureau of Labor Statistics and the Census Bureau. Easy Analytic Software Inc.(EASI) uses its statistical modeling technology and demographic profiles of various geographic areas to show CEX data for States, counties, census tracts, and block groups.

Consumer Price Index - This dataset presents estimates and projections of the Consumer Price Index, based on Consumer Price Index data from the Department of Labor Bureau of Labor Statistics

Consumer Spending Analytics - This dataset presents a demographic analysis of household spending for various types of products and services. The table shows total annual expenditures, number of households, and average spending per household. Data are from the nationwide Consumer Expenditure Survey (CEX), conducted annually by the Bureau of Labor Statistics and the Census Bureau. Easy Analytic Software Inc. (EASI) uses its statistical modeling technology and demographic profiles of various geographic areas to show CEX data for demographic groups within states, counties, census tracts, and block groups.

Demographics - EASI Profiles - This dataset shows the concentration of particular types of households in a geographic area in relation to the national average for that household type. The values shown are index values (100=national average).

Demographics – Census - This dataset shows population and household characteristics as reported in Census 2010. Estimates for the current year and projections 5 years forward are based on new data reported in the Census Bureau’s American Community Survey, Census TIGER files, and the U.S. Postal Service mailable household file.

Gross Domestic Product - This dataset provides GDP for the United States and geographic units.

Health - This dataset provides statistics characterizing the health status of the United States population, including health conditions and behaviors, health care access/usage, and cause of death.

Industries – NAICS - This dataset shows number of establishments and employees, by industry. Data are from the Census Bureau’s County Business Patterns. Easy Analytic Software Inc. (EASI) uses its statistical modeling technology and geographic profiles to show this data for census tracts and block groups.

Life Stages  - This indicator shows the number of households in key demographic market segments within a geographic area. Each of the 84 segments in the Life Stages system uniquely combines three household characteristics: age of household head (7 categories), household type (4 categories), and household income (3 categories).  This dataset is designed by EASI.

Media Use - Mediamark - This dataset shows U.S. consumer use of various types of media. Data are from Mediamark’s annual Survey of the American Consumer, based on 26,000 face-to-face interviews conducted nationwide in consumers’ homes. Easy Analytic Software Inc. (EASI) uses its statistical modeling technology and demographic profiles of various geographic areas to show Mediamark’s data for States, counties, census tracts, and block groups.

Quality of Life -This dataset provides measures of quality of life in the United States.

Retail Sales - This dataset shows annual retail sales at 13 types of retail establishments. Data are from the Census of Retail Trade, a part of the quinquennial Economic Census. Easy Analytic Software Inc. (EASI) uses its statistical modeling technology and geographic profiles to show this data for census tracts and block groups. Benchmark data are updated and projected 5 years forward based on County Business Patterns and other sources.

Sales Potential - This dataset presents estimates showing the relative concentration of particular economic or sociodemographic characteristics of an area. The value is presented as an index showing variation from a median value of 100 for each geographic area. “Potential variables” are not actual variables, they are derived estimates intended to help in the evaluation of actual data.  Note that index values are based on the percentage of a particular characteristic in a specific geography, not on the number of households, etc., that meet that criteria.

Finding Datasets by Subject

The EASI Market Planner is one of four premium datasets available in the Data-Planet repository.

To get to this module, go to Source, and select Easy Analytic Software (EASI). Select the most recent year.

Look in the left menu and select the type of data you want.

Browse by Subject, EASI Analytics – EASI Market Planner –most recent year, e.g.:

  • Quality of Life - Crime Indexes
  • Counties within State: Michigan
  • Use the slider bar to scroll over
  • Select factors that interest you, e.g., 
    • aggravated assault 
    • burglary
    • forcible robbery indexes

Change the chart type from Map to Rank. You can see which county had the highest numbers of specific crimes. You can also click Table in the Tools box and see the actual numbers.

  1. Find which county in Michigan had the most people using the internet to comment on a friend's post via a social networking service.
  2. Which county had the most households purchasing the most sports clothing overall, and specifically, bicycling clothing and hunting clothing?
  3. How many people/families under 25 have a higher income in Kent county, MI, in 2020? 

1. Media Use - Internet - Social Networking, Photo or Video-Sharing Service in the Last 30 days: Comment on a friend’s post

2. Consumer Behavior – Apparel

  • Select
    • Sports Clothing: Bought: Any
    • Sports Clothing: Bought: Bicycle Clothing
    • Sports Clothing: Bought: Hunting Clothing

3. Life Stage Clusters - Life Stages - 

  • Very Young (<25) Families No Children with Higher Income
  • Very Young (<25) Families with Children with Higher Income
  • Very Young (<25) Non-Family with Higher Income
  • Very Young (<25) Single Parent Families with Children with Higher Income
  • Last Updated: Oct 17, 2022 10:47 AM
  • URL: https://libguides.gvsu.edu/cap115