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Conducting the Community Analysis. What is a Community Analysis?  Includes market research and broader analysis of community assets and challenges 

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Presentation on theme: "Conducting the Community Analysis. What is a Community Analysis?  Includes market research and broader analysis of community assets and challenges "— Presentation transcript:

1 Conducting the Community Analysis

2 What is a Community Analysis?  Includes market research and broader analysis of community assets and challenges  Provides information for current and potential entrepreneurs to assess market opportunities and analyze community norms and shared beliefs  Useful for determining the quality of life offered by the community

3 The Community Analysis will draw on information from:  Community presentations  Entrepreneur interviews  Government and municipal sources  Personal observations

4 Primary and Secondary Data Primary data:  Collected by the user for a specific purpose  May be collected via survey, interview, focus group or observation  Meets specific needs of a researcher; however it is expensive and time consuming to collect Secondary data:  Collected for a general information need  May originate from experts, trade or commercial information sources, government, community literature  Less costly and more quickly accessible; may not fit the researchers needs as well as primary data

5 Qualitative vs. Quantitative Data Qualitative data: Usually involves words or images Researcher subjectively seeks to understand and interpret data to reveal patterns and themes Quantitative data: Numerical data that can be analyzed using statistical methods Researcher behaves as an objective observer the qualitative Both qualitative and quantitative data are useful in the community analysis

6 Evaluating Data Sources Before relying on secondary data, ask:  Who is the author? Is the author an expert on the topic?  Has the information been reviewed by knowledgeable experts for accuracy and bias?  How old is the information?  Why was the information compiled (commercial, public use)?  Who is the intended audience?

7 Ethics and Confidentiality  Critical to follow ethical practices in collecting, recording, and reporting data  Federal and university standards may apply when collecting data from human subjects  Researcher is responsible for guarding against harm to participants

8 Guidelines for protecting human subjects  Participants may not be forced into participating or sharing information  Protect participants from harm, including loss of time, disclosing confidential information  Protect identity of participants; carefully safeguard information collected from individuals participating in the research  Take care not to discuss information in a public setting

9 Components of the Community Analysis

10 Community Overview  Provides an introduction to the community and an overview of current conditions  Presents significant issues facing the community that may affect residents in the next several years

11 Community Residents  Describes characteristics of the population of the community  Potential to identify underserved markets for new businesses Economic Stability  Of the economic conditions in the community that impact consumers’ purchasing power Community Overview

12 Quality of Life  Describes the community in terms of its attractiveness as a place to live and work Community Resiliency  Does the community have the potential to bounce back from adversity? Community Values  Community attitudes regarding change, support of local businesses Community Overview

13 Retail Sector Analysis  Describes the location, mix and quality of the retail sector in the community Infrastructure Analysis  Description of the physical qualities of the community that have the potential to impact businesses Community Overview

14 Getting Started  Review the Community Analysis Guide included in the Community Analysis Project Description  Be prepared to take good notes at the Community Leader presentation  Arrange interview with entrepreneur  Begin researching secondary data sources and collecting needed information

15 End Result  Teams will prepare a Community Analysis Report.  Report will summarize findings of research and offer recommendations for enhancing the downtown business district  Brief oral presentation of results and recommendations to class and community representatives


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