dissemination strategy for making economic census widely available in korea seong ho, han statistics...

Dissemination Strategy Dissemination Strategy for Making Economic Census for Making Economic Census

Widely Available in KoreaWidely Available in Korea

Seong Ho, Han

Statistics Research InstituteKorea National Statistical Office

The 2nd International Workshop on Economic CensusSeoul, Republic of Korea

July 6 – 9, 2009

ContentContent

Toward More User-oriented StatisticsⅠ

Goals of Economic Census

Users of Economic Census Data

Basic Direction for Successful Dissemination

Ⅱ

Ⅲ

Ⅳ

Some Suggestions for Dissemination WaysV

ⅠⅠ. Toward More User-oriented Statistics. Toward More User-oriented Statistics

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“New statistical era is ‘a great opportunity’ for users”

· Keith Dugmore, Chair of the Statistics User forum with the formal establishment of the UK Statistics Authority, on 1 April 2008

The common mission of all official statistics is focused on User’s Satisfaction

－ Nevertheless, we don’t know who users are or how users are using statistics concretely

－ So far user-oriented policy without knowing user’s identity

From Words to Actions From Words to Actions

KNSOKNSOKorea National Statistical Office

5

To figure out the strategies which enable the Economic Census more widely availableTo focus on the Dissemination Plans as a kind of Marketing strategy

Dissemination Strategy as Marketing Dissemination Strategy as Marketing


OfficialStatisticsProducers

Economic Census

User_1

User_2

User_3Dissemination

Strategy

The Price of Statistics as a Commodity is subject to Supply and Demand

－ Value, Cost, Price : Trust, Tax, Status

－ Supplier : National Statistical Office

－ Demander : Not Well Defined

So far Producer-oriented Official Statistics － A Demander “Shortage of necessary Statistics”

－ Producer “Unawareness in usages of statistics”

－ Absence of Marketing Function by Producer

Awareness of Statistics as Commodities Awareness of Statistics as Commodities


7

Who are Demanders on Statistics?Who are Demanders on Statistics?


PublicPublicMedia

Decision MakersPolicy Researchers

Decision MakersPolicy Researchers

Government

Business LeaderScholars

Business LeaderScholars

Private Sector

· Wide Spectrum of Users· Understanding the Needs of Each Users

· New Approaches to Different Users

· Wide Spectrum of Users· Understanding the Needs of Each Users

· New Approaches to Different Users

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Insufficient communication － Simple citation in media － On-line bulletins board － Little discussion on statistics regarding policy － Shortage of feedback by users

Only statement prevails － “ Statistics are very important to fulfill policies”

Need to develop and improve dissemination methods to link producers and users

－ Dissemination strategy

Communication between Producers and Users Communication between Producers and Users


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II. Goals of Economic CensusII. Goals of Economic Census

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to serve as framework and statistical benchmark for current economic surveys To provide source data for calculating composite measures of the national economy To plan and monitor economic policies and programs in the public sector business - Improving production strategy - Improving marketing strategy To plan and manage in the private sector To measure and track changes in economic activity

1997 Economic Census : U.S.A 1997 Economic Census : U.S.A


Primary Purposes and Uses of Economic Census Data

Mark E. Wallace(1998), Public and Private Sector Uses of Economic Census Data, Government Information Quarterly, Vol. 15, No. 3

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2002 Economic Census : U.S.A 2002 Economic Census : U.S.A


Uses of Economic Census Data

Market share · Businesses compare their sales to census totals for their industry or area to make plans and evaluate performance.

Operating ratios · Businesses compare their operating ratios to census averages to see how they stack up to the competition.

Business to business marketing

· Firms supplying goods and services to other businesses use census data to target industries for marketing. Manufacturers look at statistics on materials consumed to learn about industries that use their products.

Targeting sales · Companies use census data to lay out territories, allocate advertising, and locate new stores or offices.

Monitor business activity

· Important measures of economic activity,including Monthly Retail Sales and the Gross Domestic Product (GDP), are based on census data. Associations and news media study census data to find key business facts and to project trends.

Legislation and economic development

· Legislators use census data in the preparation and evaluation of new laws. State and local governments monitor census data to understand their economic base and to help them focus efforts to attract new business or retain existing firms.

Research · Consultants and researchers use census data to analyze changes in industrial structure and location.

http://www.census.gov/econ/census02/guide/index.html

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2004 Economic Census : China2004 Economic Census : China


Li DeShui, China’s Economic Census : Speech on the International Workshop on Economic Census, July 26, 2005, Beijing

To collect the information on the second and tertiary industries in terms of their development scale, structure and economic benefit

To establish and perfect the business register and database system

To lay a solid foundation for research and formulation of the national economic and social development plan and for improving decision-making and management

To reform the statistical system, perfecting the national economic accounting system and perfecting the statistical monitoring, warning and forecasting system

Purposes of Economic Census

13

2010 Economic Census : Japan2010 Economic Census : Japan


Takami Akira, Implementation of the Economic Census, 12th East Asian Statistical Conference, November 14, 2008, Tokyo

To produce comprehensive statistics on industrial structure

To provide basic information for policy making

To develop systematic statistics on service sector

To provide data for input-output tables

To provide regional statistics

To provide business frame

Objectives of Economic Census

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2010 Economic Census : Korea2010 Economic Census : Korea


KNSO, The Basic Plan of Economic Census 2010

To provide benchmark data to other monthly and annual statistics

To be a population statistics of various sample surveys

To provide small area statistics

To provide data for policy establishing and research by industry

Uses of Economic Census

15

Present Goals are mainly related to “What Economic Census gives”

－ Reform of the existing Statistical System － To construct the Business Register(Frame) － To provide regional or small area Statistics

It is very important to figure out “Who are Users of Economic Census”

－ Categorization of Users － Information about Usages and Users － Dissemination as Marketing Strategies

For More User-oriented Goals For More User-oriented Goals


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III. Users of Economic CensusIII. Users of Economic Census

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Difficulty of Identifying Economic Census Users － Users are spread very widely

－ Users rarely represent their statistical Needs clearly

－ Not easy to know how Users use Economic Census (Simple Citation>Making Basic Tables>for Analysis)

“Statistical capacity building in the field of user oriented dissemination in all about identifying user needs, designing products which best serve these needs, anticipating future demand and utilizing all means of data publication and presentation as effectively as possible, and always in close contact with the user community”

·Guenter Kopsch(2002), German FSO

Identification of UserIdentification of User


Users － Newspapers － Broadcasting － Public Citizen － Journalist

Usage Form － Statistics Press Release － Click or Access to Website － Citation － Interpretation

User_1: Media or PublicUser_1: Media or Public

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Users － Decision Makers of Government Department

－ Policy Planners － Researchers of Government Think Tanks － Researchers of Legislation Institute － Professors

Usage Form － Policy Press Release

－ Issue papers or Working Papers － Research Reports － Articles in Newspapers, Magazines and Journals － Laws

User_2: Government or Economic Policy ResearchersUser_2: Government or Economic Policy Researchers

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Users － Business Manager and Planners

－ Consultants and Consulting Company － Analysts of Stock Market － Professors/Students － Advertising Company

Usage Form － Market Trend Reports

－ Working Papers or Articles － Consumer Reports － Business Strategy Building － New Products Development

User_3: Private Sector : Business or AcademyUser_3: Private Sector : Business or Academy

21

National Accounts － Input-Output Table － GDP － Regional Statistics

Users of Micro Data － Construction of Longitudinal Data － Small and Medium Enterprises Statistics － In-depth Analysis

Other UsersOther Users

22

IV. Basic Direction for Successful IV. Basic Direction for Successful DisseminationDissemination

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General/Specified Principles Recognizing the User/Better Explanation/Better Accessibilities Dissemination Policy(Samples)

• For users, comprehensive and as detailed as possible in statistical terms• Accurate, reliable, consistent and comparable in space and time• Up-to-date and timely and punctual manner• Independence of deciding the content and timing of statistical releases• Pre-announced schedule• Presented in a clear and understandable form• Available on an impartial and objective basis• Statistical confidentiality• All users must be treated equally• Provided free of charge

<Statistics Portugal> Relevance to policy issues Reliability and Timeliness Transparency Responsiveness to User Requirements Promotion of Data

<Singapore Department of Statistics>

Principles of Dissemination Principles of Dissemination


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Aim and Meaning － To make Economic Census widely used － By users － Understanding users’ needs － In appropriate methods － To disseminate data

Basic directions related to dissemination － More user-oriented － R&D for user － Marketing mind － Communication and feedback

Dissemination strategy Dissemination strategy


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Should know What kind of users exist and how they use Economic Census in concreteEconomic Census to be exposured frequently to users and to be accessed more easily by users

Direction_1: More User-orientedDirection_1: More User-oriented

To develop tools for drawing needs of usersTo conduct research of reconciling Economic Census and other statistics

Direction_2: R&D for UserDirection_2: R&D for User

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To provide usage examples of Economic CensusTo develop ways how to enlarge Users moreTo hold various events to make use of Economic Census

Direction_3: Strengthening of Marketing MindDirection_3: Strengthening of Marketing Mind

Producer’s participation in policy task force To organize users’ forum by themes

Direction_4: Enabling communication among StakersDirection_4: Enabling communication among Stakers

27KNSOKNSO

Korea National Statistical Office

UNSD, Identifying Data Needs: User-Producer Collaboration, 2008.4

• Identify and prioritize key issues and data needs• Identify relevant policy documents• Improve relevance of data collected• Identify strengths and weaknesses of data• Improve quality of data collected• Improve relevance and quality of statistical publications and other products• Improve users’ understanding of data collected• Develop more realistic expectations among users• Improve use of data in the design, monitoring and assessment of policies and programmes• Promote partnerships for data analysis

Benefits of user-producer collaboration

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V. Some Suggestions for Dissemination V. Some Suggestions for Dissemination WaysWays

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To construct Individual websiteTo give information on how to use Economic CensusTo provide related researches and researchers groupTo make customized dataTo hold conference and seminarsTo link related statistics

and so on…

Paths to Disseminate Economic Census Paths to Disseminate Economic Census


* In addition to one time Press Release,

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Information on How to use Economic CensusInformation on How to use Economic Census


Cases of 2007 U.S. Economic Census

Bureau of Economic Analysis to calculate key elements of GDP

Federal and state agencies to gauge the effectiveness of programs

A State economic development agencyidentifies industries with the most export

activity

Members of Congressto find out energy intensive industries in their

districts

　　

A large retailing chain to link zip code information with census data

A major food store chain to estimate potential weekly food store sales

An insurance company to redesign sales territories for agents

A manager at a manufacturing firm to compare company's productivity

A man who develops softwareto make a list of industries most likely to use

his product

　　

A engineering graduateabout industries where he thought his skills

could be used

An investor deciding what stocks to buyto evaluate the growth rates of various

industries

An economic development commission of a major city

to attract new business to the city

By User - By Usage

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Listing up Articles and Researchers to Use Economic Census Data

Listing up Articles and Researchers to Use Economic Census Data


To make tables from Database of Economic Census

To analyze in-depth subjects using Micro Data

Articles referring Economic Census

Government Department

Researchers in Private Sectors

Professors

Key Researchers and Analysts

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Customizing Data(Case of METI, Japan) Customizing Data(Case of METI, Japan)


To supply the data to be processed by customers(statistics users)

Survey on Demand · Researchers: 69.1%, · Business: 44.4%, · Media: 48.7%, · Think-Tank: 64.4%, · Other Business: 54.3, · Internet Questionnaire: 83.8%, METI homepage: 76.2%

Order-made Data

Uses of masked data - Researchers: to write research papers - Business: to analyze business trends - Media: the basic data of press release results - Think-tank: to do research and consulting - Public: to obtain knowledge for job

Masked Data

METI(2009), The Survey Research on statistical needs and Uses in economic statistics

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Conference or Forum for Communicating Between Producers and Users

Conference or Forum for Communicating Between Producers and Users


To make the attendees aware of the range of data about businesses available from the Census Bureau, including both the Economic Census and more frequent data sets.

To give attendees confidence approaching the Census Bureau website looking for answers to their own questions about business.

To elicit exchange of information about practical applications of census data

Case of 2002 U.S. Economic Census Conference

http://txsdc.utsa.edu/EconomicCensus2002Conf.pdf`

Thank You !!!

dissemination strategy for making economic census widely available in korea seong ho, han statistics...

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