Journal of Official Statistics, Vol.2, No.4, 1986. pp. 531–544
Census Data Quality – A User's View
William J. Hawkes, Jr.
Abstract:This paper presents the perspective of a major user of both decennial and economic census data. It illustrates how these data are used as a framework for commercial marketing research surveys that measure television audiences and sales of consumer goods through retail stores, drawing on Nielsen's own experience in data collection and evaluation. It reviews Nielsen's analyses of census data quality based, in part, on actual field evaluation of census results. Finally, it suggests ways that data quality might be evaluated and improved to enhance the usefulness of these census programs.
Keywords:Evaluation; census quality; mean-square-error.
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