ABSTRACT
In this volume, we have attempted to provide media, business, and governmental users who employ demographic data and analyses in their reporting and decision making with practical information on locating and effectively using demographic data. We have provided an overview of the content of demography and demographic analyses; a summary of demographic terms, concepts, measures, and methods of analyses; and an introduction to federal, state, and local sources of demographic information. Finally we have provided examples of such data in use in the media, business, and government.
In presenting this information, we have examined a wide range of dimensions and issues. The beginning chapters provided definitions for such key terms as “demography,” “demographics,” and “population” and the definitions and substantive content of the key demographic dimensions of size, fertility, mortality, migration, and population distribution. The key components of demographic characteristics such as age, sex, race/ethnicity, households, families, marriage, economic activity, educational attainment, and industry and occupational definitions were presented and discussed. The components of census geography from the block to the nation as a whole were identified, and the care that must be shown in measuring them and following change in them over time were emphasized.
The work provided an overview of selected demographic measures and methods. It emphasized that those presented are not meant to provide an exhaustive overview of such items but rather of ones likely to be encountered by analysts who are not professional demographers. Simple measures of each of the major demographic processes, dimensions, and characteristics were delineated as well as more elaborate procedures such as life table construction and methods for controlling for the effects of population composition.
Selected national, state, local, and private-sector sources of data were presented and evaluated. Included were key data items from the U.S. Bureau of the Census, the U.S. Bureau of Labor Statistics, the National Centers for Health and Educational Statistics, and a variety of other organizations and agencies. The importance of understanding the coverage and content of data items provided by such sources was noted in these discussions.
A major part of the text was devoted to how to accurately and effectively use demographic data once it is located. Principles for accurately and appropriately using and effectively presenting such data, and for interpreting it, were discussed. These principles emphasized the importance of knowing your audience, knowing the subject matter, carefully preparing materials for presentation, using graphical presentations of materials, recognizing the significance of context, revealing the limitations of data, and providing a balanced presentation. The importance of making sure that you have the most appropriate measures of what you wish to measure; of taking into account measurement and sampling errors; of ensuring that you are making valid comparisons through such data; of using data for similar areas for similar items for similar time periods to interpret data's significance and relative importance; and the importance of attaining basic knowledge of demographic trends so you can properly interpret and describe the significance and importance of such data were also discussed.
Finally, the text provided examples of the use of demographic data in the media, business, and government. This section attempted to provide a sense of the problems and opportunities encountered in using demographic data to address real-world issues in applied settings.
In sum, although no single volume can be inclusive of all that you might need to know to do an exhaustive demographic study or analysis, this volume has attempted to provide an overview of some of the most critical dimensions required in using and completing a valid analysis with demographic data. We have suggested that in the absence of attention to such factors as those noted in the chapters in this volume, data are likely to be misused and misinterpreted, sometimes with disastrous effects relative to accuracy and to arriving at the best private- or public-sector decisions. Hopefully the importance of understanding and using data appropriately has become apparent and you have gained knowledge that will help you use demographic data more accurately and with greater effectiveness.
