1. Statistics and Data for Marketing Data Library, Rutherford North 1 st Floor Chuck Humphrey Data Library October 27, 2008

2. Outline  Statistics and data  Distinction between statistics and data  Statistics are derived from data  Statistics are about definitions  Census characteristics  Online access  E-STAT for Census and CANSIM  Tablebase and PMB for published tables

3. Numeric Information Statistics  numeric facts/figures  created from data, i.e, already processed  presentation-ready Data  numeric files created and organized for analysis/processing  requires processing  not display-ready

4. Numeric Information Six dimensions or variables in this table The cells in the table are the number of estimated smokers. Geography Region Time Periods Unit of Observation Attributes Smokers Education Age Sex

5. Statistics are about definitions! Statistics are dependent on definitions. You may think of statistics as numbers, but the numbers represent measurements or observations based on specific definitions.definitions Tables are structured around geography, time and content based on attributes of the unit of observation. These properties all need definitions.

6. Statistics involve classifications! Classifications Sex Total Male Female Periods 1994-1995 1996-1997

7. Some classifications are based on standards while others are based on convention or practice. For example, Standard Geography classifications Geography classifications Statistics involve classifications!

8. WHERE ARE THE DATA!

9. Microdata

10. Stories are told through statistics The National Population Survey had over 80,000 respondents in 1996-97 sample and the Canadian Community Health Survey in 2005 had over 130,000 respondents. How do we tell the stories about these people? We use statistics to create summaries of these life experiences. Data enable us to construct the tables or analyses to tell these summarized stories.

11. Methods producing data Observational Methods Experimental Methods Computational Methods Focus is on developing observational instruments to collect data Focus is on manipulating causal agents to measure change in a response agent Focus is on modeling phenomena through mathematical equations CorrelationCausationPrediction Replicate the analysis (same data or similar) Replicate the experiment Replicate the simulation Statistics summarize observations Statistics summarize experiment results Statistics summarize simulation results

12. Summary Statistics are derived from observational, experimental or simulated data. A table is a format for displaying statistics and presents a summary or one view of the data. Tables are structured around geography, time and attributes of the unit of observation. Statistics are dependent on definitions and classifications. Statistics summarize individual stories into common or general stories.

13. The Census The Census is one of the most important sources of statistical information about Canada. It is the largest survey conducted in Canada and, consequently, is the primary source for small area statistics. To use data from the Census, you must know:  The aggregate characteristics from the Census available for the various spatial units;  The variety of spatial units used to disseminate Census results; and  The codes used to represent the various Census spatial units.

14. Census of Population Two forms are used to collect the Census: 2A, which goes to 80% of the households, and 2B, which goes to the other 20%. In 2006, the 2A form contained 8 questions while the 2B form had these 8 and 53 additional questions. Long history of specific questions (see the Census Handbook.)history of specific questions You need to understand the content of the Census to know what statistics are possible from the Census.

15. Post- Censal PALS EDS APS PUMF RDC STATS STC Website E-STAT Custom Tabulations DLI CENSUS 2006 DATA Public Use Microdata Aggregate Confidential Microdata

16. Microdata and aggregate data Microdata from observational methods created from the respondents in a survey Aggregate Data statistics organized in a data file structure derived from microdata sources used in GIS & time series analysis

17. Spatial Unit Geo-code

18. Geo-referenced data The unit analysis makes up the rows in the data file and is the object being described by the other variables the file. The values for this variable are geo-codes for Census tracts.

19. Geo-referenced data This case in the data file represents Census Tract 0023.00, which was shown in the image two slides earlier.

20. The variety of spatial units Statistics Canada groups the variety of spatial units associated with the Census into two groups: Source for the graphics: Illustrated Glossary, 2006 Census Geography, Statistics Canada Source: Illustrated Glossary, 2006 Census Geography, Statistics Canada

21. Administrative areas Source: Illustrated Glossary, 2006 Census Geography, Statistics Canada

22. Statistical areas

24. Census geo-codes Statistics Canada has two categories of geo-code systems:  Standard Geographic Classification (SGC)  Other geographic entities Source for the graphic: Illustrated Glossary, 2006 Census Geography, Statistics Canada

25. Standard geographic classification Source: Illustrated Glossary, 2006 Census Geography, Statistics Canada

27. Standard geographic classification, 2006 The link to Definitions, data sources and methods on the main page of the Statistics Canada website provides a link to Standard Classifications, which includes Geography. Definitions, data sources and methods Geography

28. Other geographic entities Census Metropolitan Areas Source for the graphic: Illustrated Glossary, 2006 Census Geography, Statistics Canada Metropolitan Areas 2006Map of Edmonton CMA

29. CANSIM CANSIM is a very large database containing socio-economic statistics for Canada. There are currently over 38 million time series organized in approximately 2,800 tables. The statistics in CANSIM come from surveys (e.g., the Labour Force Survey), administrative data (e.g., crime and justice) and simulations or models (e.g., population projections).surveyscrime and justicepopulation projections Geography, content and time are basic to retrieving time series from CANSIM.

30. E-STAT E-STAT is a free portal to retrieve Census results and CANSIM holdings, which is Statistics Canada’s large time series database. You can access more Census results from the Statistics Canada website, but E-STAT provides a wider variety of output formats for Census data. You can also access CANSIM from the Statistics Canada website, but you must pay $3.00 per time series.

31. E-STAT E-STAT is available from the Library’s homepage: http://www.library.ualberta.cahttp://www.library.ualberta.ca Go to the list of Databases for access

32. Tablebase Tablebase contains statistics from the trade literature. Tablebase Access is through the Library homepage under Databases. Use keyword searches to find tables of interest and then conduct new searches employing the index terms assigned to them.

33. PMB (Print Measurement Bureau) PMB contains statistics about Canadian consumer demographics for specific product information. PMB Access is through the Library homepage under Databases. Select products from a subject list to identify consumer demographics.