Tool 63: Demographic Analysis


AKA

N/A

Classification

Analyzing/Trending (AT)

Tool description

The demographic analysis tool is of great value when objective data is needed to describe and profile an audience or potential customer group. Data collection is accomplished through the use of various methods, such as surveys, interviews, or other summarized data sources. Demographic data analysis provides the researcher with an understanding of what is needed or expected by a customer and what decisions must be made to ensure that the information, products, or services meet these needs.

Typical application

  • To develop a demographic profile of the audience or customer to assist in the decision-making process.

  • To collect data for the purpose of product or service targeting.

Problem-solving phase

Select and define problem or opportunity

Identify and analyze causes or potential change

Develop and plan possible solutions or change

Implement and evaluate solution or change

Measure and report solution or change results

Recognize and reward team efforts

Typically used by

1

Research/statistics

Creativity/innovation

Engineering

Project management

Manufacturing

2

Marketing/sales

3

Administration/documentation

Servicing/support

Customer/quality metrics

Change management

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links to other tools

before

  • Surveying

  • Interview Technique

  • Questionnaires

  • Starbursting

  • Circle response

after

  • Customer Needs Table

  • Presentation

  • Hypothesis Testing (Chi-Square)

  • Task Analysis

  • Descriptive Statistics

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Notes key points

  • Partial listing of demographic data items:

    Group A

    • Gender

    • Age

    • Religion

    • Race

    • Marital status

    • Household composition

    Group B

    • Home ownership

    • Time at location

    • Zip code

    • Location

    Group C

    • Education

    • Hobbies

    • Languages spoken

    • Affiliations

    • Certifications

    • Travel

    Group D

    • Employment

    • Income

    • Occupational group

    • Group membership

Step-by-step procedure

  • STEP 1 A demographic analysis requires the development of a demographic data collection instrument. Questions or demographic items need to be identified by the research team. Refer to data groups A-D above, item sources for most frequently asked questions.

  • STEP 2 Data are typically collected using survey, interview, focus group, product demos, or secondary data collection methods.

  • STEP 3 Data are sorted, organized, and summarized for analysis. A demographic profile can now be developed for specific purposes. See example Marketing Research Data.

  • STEP 4 The profile is used in marketing research reports or descriptive statistics data.

Example of tool application

Marketing Research Data Date: xx/xx/xx

Product Targeting Information / Customer Profile

More often than not the potential buyer
  • is married

  • is 36–50 years of age

  • has 14 or more years of education

  • has worked 10 or more years for the company

  • holds a supervisory position in the company

  • owns a home

  • resided at least 10 years at present location

  • frequently travels overseas

  • has an income level of $80,000+

Note additional data requirements:
  • Product preference: Competition A - B - C -

  • Household composition

  • Zip code




Six Sigma Tool Navigator(c) The Master Guide for Teams
Six Sigma Tool Navigator: The Master Guide for Teams
ISBN: 1563272954
EAN: 2147483647
Year: 2005
Pages: 326

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