Dissemination Strategy for Making Economic Census Widely Available

Dissemination Strategy for Making Economic Census Widely Available in Korea Seong Ho, Han Statistics Research Institute Korea National Statistical Office The 2 nd International Workshop on Economic Census Seoul, Republic of Korea July 6 – 9, 2009 1

Content Ⅰ Toward More User-oriented Statistics Ⅱ Goals of Economic Census Ⅲ Users of Economic Census Data Ⅳ Basic Direction for Successful Dissemination V Some Suggestions for Dissemination Ways 2

Ⅰ. Toward More User-oriented Statistics 3

From Words to Actions Producer- Oriented Producer Statistics User- Oriented User 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 4 KNSO Korea National Statistical Office

Dissemination Strategy as Marketing 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 Dissemination Strategy 5 User_2 User_3 KNSO Korea National Statistical Office

II. Goals of Economic Census 6

1997 Economic Census : U. S. A 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 7 KNSO Korea National Statistical Office

2002 Economic Census : U. S. A 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/census 02/guide/index. html 8 KNSO Korea National Statistical Office

2004 Economic Census : China 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 De. Shui, China’s Economic Census : Speech on the International Workshop on Economic Census, July 26, 2005, Beijing 9 KNSO Korea National Statistical Office

2010 Economic Census : Japan 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, 12 th East Asian Statistical Conference, November 14, 2008, Tokyo 10 KNSO Korea National Statistical Office

2010 Economic Census : Korea 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 11 KNSO Korea National Statistical Office

For More User-oriented Goals 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 12 KNSO Korea National Statistical Office

III. Users of Economic Census 13

Identification of User 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 Citation>Making Basic Tables>for 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 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 14 KNSO Korea National Statistical Office

Who are Demanders on Econmic Census? Media Public Government Decision Makers Policy Researchers Private Sector Business Leader Scholars Other User Other producers Students 15 KNSO Korea National Statistical Office

User_1: Media or Public Users －－ Newspapers Broadcasting Public Citizen Journalist Usage Form －－ Statistics Press Release Click or Access to Website Citation Interpretation 16

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 17

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 18

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 19

IV. Basic Direction for Successful Dissemination 20

Principles of Dissemination ★ 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 <Statistics Portugal> § § § Relevance to policy issues Reliability and Timeliness Transparency Responsiveness to User Requirements Promotion of Data <Singapore Department of Statistics> 21 KNSO Korea National Statistical Office

Basic Directions Basic directions of dissemination － More user-oriented － R&D for users － Marketing mind － Communication and feedback between producers and users 22 KNSO Korea National Statistical Office

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: R&D for Users To develop tools for catching needs of users To conduct researches of reconciling Economic Census and other statistics 23

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 Producer’s participation in policy task force To organize users’ forum by themes 24

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 25 KNSO Korea National Statistical Office

V. Some Suggestions for Dissemination Ways 26

Paths to Disseminate Economic Census * 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… 27 KNSO Korea National Statistical Office

Information on How to use Economic Census 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 28 KNSO Korea National Statistical Office

Listing up Articles and Researchers to Use Economic Census Data 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 29 KNSO Korea National Statistical Office

Customizing Data(Case of METI, Japan) 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 30 KNSO Korea National Statistical Office

Conference or Forum for Communicating Between Producers and Users 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/Economic. Census 2002 Conf. pdf` 31 KNSO Korea National Statistical Office

Thank You !!! 32