ISEN-ASTC-L is a service of the Association of Science-Technology Centers
Incorporated, a worldwide network of science museums and related institutions.
*****************************************************************************
Most large metro news papers can look at your zip code data and tell you:
ethnicity, the annual income, number of family members, educational
background and buying habits. The Atlanta Journal Constitution and the
Dallas Morning News have even better data and they can further segregate
zones within zip codes. Because the method depends on a large number of
people, the more zip codes you have from a particular area, the more
likely the profile will be accurate. However, it is not a one for one
match. It works better for 300 than it does for one. If you want that
you need need to take more data yourself. If you have access to a GIS
users group ask them. You will be amazed. The advantage is that it does
not require much time or expense.
Informal Science Education Network
<[log in to unmask]> writes:
>This is a really interesting and informative thread for me. I don't know
>much about market research, so I'm learning a lot. That, of course, means
>that I have lots of questions. :)
>
>One question is: What do the zip code analyses tell us about the
>demographic
>characteristics of the people who come to our science centers? For the
>sake
>of argument, suppose that 33% of the people who live in zip code 00000 are
>Martians, 33% are Venusians, and 34% are Mercurians. If my zip code
>analysis
>shows that in the last month 300 people from zip code 00000 visited my
>science center, do I draw the conclusion that I can count 100 Martians,
>100
>Venusians, and 100 Mercurians as having visited from that zip code?
>
>I would guess that market researchers use more sophisticated mathematical
>models than that, so I'd be interested in the other factors that go into
>the
>analysis. If the analysis is not more sophisticated, then how can we be
>sure
>that our estimates are accurate? What if all the people from zip code
>00000
>who visited are from a very active Martian science club? In that case, the
>demographics of zip code 00000 who visit the science center are not like
>the
>actual demographics of zip code 00000. Do people face this in their actual
>analyses, and, if so, how do they address it?
>
>Bill
>
>-----Original Message-----
>From: Informal Science Education Network
>[mailto:[log in to unmask]]On Behalf Of Laura Myers
>Sent: Tuesday, March 06, 2007 8:55 AM
>To: [log in to unmask]
>Subject: Re: Visitor and Participant Demographics
>
>
>ISEN-ASTC-L is a service of the Association of Science-Technology Centers
>Incorporated, a worldwide network of science museums and related
>institutions.
>****************************************************************************
>*
>
>Hi Karen,
>
>At the Rochester Museum & Science Center we're in the middle of a project
>designed to better understand who our audience is (I should say, who our
>audiences are). A piece of that is to look at zipcode data that we've
>been collecting for the past 4-5 years and to merge our data with public
>census data. I'm sure we aren't unique in collecting zipcodes from
>visitors, but we find that people are almost always willing to tell us
>their zipcode when they are buying tickets. The tricky part is making the
>time to run the analysis. Zipcode and census data are just one part of
>the project - we are also doing much deeper work with surveys and focus
>groups as well. I'd be happy to tell you more about it offline - let me
>know if you're interested.
>
>Happy Tuesday,
>Laura
>
>Laura Farra Myers
>Director, Museum Education
>Rochester Museum & Science Center
>657 East Avenue
>Rochester, NY 14607
>Office: (585) 271-4552 ext. 388
>Fax: (585) 271-0492
>
>Date: Mon, 5 Mar 2007 13:53:00 -0800
>From: [log in to unmask]
>Subject: Visitor and Participant Demographics
>
>
>ISEN-ASTC-L is a service of the Association of Science-Technology Centers
>Incorporated, a worldwide network of science museums and related
>institutions.
>****************************************************************************
>*
>
>
>I have been asked to develop a method to track visitor and participant
>demographics such as age, ethnicity and income level for grant proposals
>and sponsorship requests. I thought I remembered a previous discussion
>on this listserv but checked the archives and didn't find anything. I
>know that I can find general data for school group visitors on our state
>superintendent of public instruction's web site. But I was hoping others
>would share how this information is gathered for visitors and other
>program participants at their institutions. If you do not collect this
>data, please let me know why. Was it a privacy issue, too big of a
>challenge or some other reason.
>Thank you for help,
>Karen
>=20
>Karen L. Hoffman
>Grants Manager
>Pacific Science Center
>200 Second Avenue North
>Seattle, WA 98109
>ph. 206.443.2389
>fax 206.443.6600
>[log in to unmask]
>www.pacsci.org <http://www.pacsci.org/>=20
>=20
>Pacific Science Center is an independent, not-for-profit educational
>institution that inspires lifelong interest in science, math and
>technology by engaging diverse communities through interactive and
>innovative exhibits and programs in every county of Washington state and
>beyond.
>
>
>=20
>
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>[log in to unmask]
Dr. Mac Sudduth
Coordinator of Science Grants
Premier DeKalb County Schools
Department of Research and Evaluation
3770 N. Decatur Road
Decatur, Georgia 30032-1099
678-676-0675
[log in to unmask]
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