Marketing's Little-Known Microscope

Abstract

Vast quantities of marketing information are gathered and tabulated every 10 years in the United States Census, but only a small fraction of these data are used by the average marketer. Detailed to the point of being almost microscopic and supremely useful when properly employed, the census-tract tabulations have not been popularly used in the past.

The author explains how census-tract tabulations can be put to work, and gives details on the application of this highly sophisticated tool to several forms of marketing.