This paper will identify what I learned from the following two websites identified as the following: www.claritas.com and www.census.gov. The following questions are posed and will be answered in this paper. 1)
What did you find that surprised you?
How are they different?
How are they the same?
How might these two market research sources help a company develop a marketing mix? 5)
What might each of the 2 sources tell you about consumer behavior in your area. 6)
How reliable is the data when using it for market research? 7)
In what ways might the market research information presented by the two sources not be helpful?
The first website that I visited was Claritas.com. Clarita's is a marketing information resource company dedicated to helping companies engages in consumer and business-to-business marketing. The company was founded in 1971. Its purpose is to arm businesses with the information foundation such as the data, tools, applications, and expertise needed to examine, target and execute profitable marketing opportunities. When entering my home zip code of 43229, I found the most surprising aspect to be the description they use in identifying the population. One description comes to mind, "Boomtown Singles". It translates Boomtown Singles as being Young, hip singles who are the prime residents of Young Achievers, a life-stage group of twenty something year olds who've recently settled in metro neighborhoods. Their incomes range from working-class to well to do; but most residents are still renting apartments in cities or close-in suburbs. These seven segments contain a high percentage of Asian singles, and there's a decidedly progressive sensibility in their tastes as reflected in the group's liberal politics, alternative music and lively nightlife. Young Achievers segments are twice as likely as the general population to include college students living in groups. In addition, it identifies their Lifestyle traits (www.claritas.com). It really...
References: Claritas. (2004). Demographics, customer segmentation, marketing tools, software and services. Retrieved May 23, 2005, from http://www.claritas.com
US Census Bureau. (n.d.). Census Bureau home page. Retrieved May 24, 2005, from http://www.claritas.com
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