Dissemination Strategy for Making Economic Census Widely Available in Korea

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Dissemination Strategy for Making Economic
Census Widely Available in Korea

• Seong Ho, Han
• Statistics Research Institute
• Korea National Statistical Office

The 2nd International Workshop on Economic
Census Seoul, Republic of Korea July 6 9, 2009
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Content
Toward More User-oriented Statistics
?
Goals of Economic Census
?
Users of Economic Census Data
?
Basic Direction for Successful Dissemination
?
Some Suggestions for Dissemination Ways
V
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• ?. Toward More User-oriented Statistics

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Producer- Oriented Statistics
User- Oriented Statistics
Words
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
Actions

• It is not well-known who are users of statistic
  and how are used statistcs
• Absence of marketing function by statistics
  producers

KNSO Korea National Statistical Office
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• To figure out the strategies which enable
  Economic Census more widely available
• To focus on the Dissemination Plans as a kind of
  Marketing strategy

User_1
Official Statistics Producers
Economic Census
User_2
User_3
Dissemination Strategy
KNSO Korea National Statistical Office
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• II. Goals of Economic Census

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Primary Purposes and Uses of Economic Census Data

• 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

Mark E. Wallace(1998), Public and Private Sector
Uses of Economic Census Data, Government
Information Quarterly, Vol. 15, No. 3
KNSO Korea National Statistical Office
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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.ht
ml
KNSO Korea National Statistical Office
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Purposes of Economic Census

• 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

Li DeShui, Chinas Economic Census Speech on
the International Workshop on Economic Census,
July 26, 2005, Beijing
KNSO Korea National Statistical Office
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Objectives of Economic Census

• 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

Takami Akira, Implementation of the Economic
Census, 12th East Asian Statistical Conference,
November 14, 2008, Tokyo
KNSO Korea National Statistical Office
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Uses of Economic Census

• 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

KNSO, The Basic Plan of Economic Census 2010
KNSO Korea National Statistical Office
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• Presented 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 users of
  Economic Census are and how it used concretly
• - Categorization of Users
• - Information about Usages and Users

KNSO Korea National Statistical Office
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• III. 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 CitationgtMaking Basic Tablesgtfor
  Analysis)
• Statistical capacity building in the field of
  user oriented dissemination is 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

KNSO Korea National Statistical Office
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Media
Public
Government
Decision Makers Policy Researchers
Private Sector
Business Leader Scholars
Other User
Other producers Students
KNSO Korea National Statistical Office
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User_1 Media or Public

• Users
• - Newspapers
• - Broadcasting
• - Public Citizen
• - Journalist
• Usage Form
• - Statistics Press Release
• - Click or Access to Website
• - Citation
• - Interpretation

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User_2 Government or Economic Policy Researchers

• 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

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User_3 Private Sector Business or Academy

• 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

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Other Users

• National Accounts
• - Input-Output Table
• - GDP
• - Regional Statistics
• Users of Micro Data
• - Construction of Longitudinal Data
• - Small and Medium Enterprises Statistics
• - In-depth Analysis

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• IV. Basic Direction for Successful Dissemination

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• ? Recognizing the User/Better Explanation/Better
  Accessibilities
• 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
• ltStatistics Portugalgt
• Relevance to policy issues
• Reliability and Timeliness
• Transparency
• Responsiveness to User Requirements
• Promotion of Data
• ltSingapore Department of Statisticsgt

KNSO Korea National Statistical Office
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• Basic directions of dissemination
• - More user-oriented
• - RD for users
• - Marketing mind
• - Communication and feedback between producers
  and users

KNSO Korea National Statistical Office
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Direction_1 User identification and frequent
exposure

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

Direction_2 RD for Users

• To develop tools for catching needs of users
• To conduct researches of reconciling Economic
  Census and other statistics

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Direction_3 Strengthening of Marketing Mind

• To provide usage examples of Economic Census
• To develop ways how to enlarge Users more
• To hold various events to make an use of Economic
  Census(seminars/workshop/conference)

Direction_4 Enabling communication among Stakers

• Producers participation in policy task force
• To organize users forum by themes

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Benefits of user-producer collaboration

• 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

UNSD, Identifying Data Needs User-Producer
Collaboration, 2008.4
KNSO Korea National Statistical Office
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• V. Some Suggestions for Dissemination Ways

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In addition to Press Release,

• To construct an individual website
• To give information on how to use Economic Census
• To provide related researches and researchers
  group
• To make customized data
• To hold conference and seminars
• To link related statistics
• and so on

KNSO Korea National Statistical Office
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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 agency identifies industries with the most export activity
Members of Congress to 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 software to make a list of industries most likely to use his product

A engineering graduate about industries where he thought his skills could be used
An investor deciding what stocks to buy to 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
KNSO Korea National Statistical Office
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Articles referring Economic Census

• To make tables from Database of Economic Census
• To analyze in-depth subjects using Micro Data

Key Researchers and Analysts

• Government Department
• Researchers in Private Sectors
• Professors

KNSO Korea National Statistical Office
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Order-made Data

• 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

Masked 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

METI(2009), The Survey Research on statistical
needs and Uses in economic statistics
KNSO Korea National Statistical Office
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Case of 2002 U.S. Economic Census Conference

• 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

http//txsdc.utsa.edu/EconomicCensus2002Conf.pdf
KNSO Korea National Statistical Office
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Thank You !!!