Demographics - A Guide to Methods and Data Sources for Media, Business, and Government (Paperback)

Demographics has become a critical dimension of the work of many journalists, marketing, management and human resource professionals in business, and government analysts and managers. Despite its increasing familiarity, however, it is often difficult for those who are not professional demographers to locate and effectively use demographics. How does one find data on workforce characteristics or on the number of persons with specific levels of consumer expenditures? What is the basic body of knowledge necessary to effectively use such data? What are the most effective ways to communicate and graphically illustrate such information? Written by authors with more than 90 years of combined experience, this text provides a single-volume reference that is readily understandable by those who are not professional demographers. It describes and demonstrates how students and working professionals can obtain demographic information and use and communicate it effectively. concepts, definitions and methods; sources of demographic and economic data; effectively and accurately using demographic and economic data; and examples of data use and communication. It is an ideal supplementary text for courses in journalism, social science research methods, and business management and marketing.