1. 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

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

3. . Toward More User-oriented Statistics. Toward More User-oriented Statistics

4. 4 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 The common mission of all official statistics is focused on Users Satisfaction Nevertheless, we dont know who users are or how users are using statistics concretely So far user-oriented policy without knowing users identity From Words to Actions KNSO Korea National Statistical Office

5. 5 To figure out the strategies which enable the Economic Census more widely available To focus on the Dissemination Plans as a kind of Marketing strategy Dissemination Strategy as Marketing KNSO Korea National Statistical Office Official Statistics Producers Economic Census User_1 User_2 User_3 Dissemination Strategy

6. The Price of Statistics as a Commodity is subject to Supply and Demand Value, Cost, Price : Trust, Tax, Status Supplier : National Statistical Office Demander : Not Well Defined So far Producer-oriented Official Statistics A Demander Shortage of necessary Statistics Producer Unawareness in usages of statistics Absence of Marketing Function by Producer Awareness of Statistics as Commodities KNSO Korea National Statistical Office

7. 7 Who are Demanders on Statistics? KNSO Korea National Statistical Office Public Media Decision Makers Policy Researchers Decision Makers Policy Researchers Government Business Leader Scholars Business Leader Scholars Private Sector · Wide Spectrum of Users · Understanding the Needs of Each Users · New Approaches to Different Users · Wide Spectrum of Users · Understanding the Needs of Each Users · New Approaches to Different Users

8. 8 Insufficient communication Simple citation in media On-line bulletins board Little discussion on statistics regarding policy Shortage of feedback by users Only statement prevails Statistics are very important to fulfill policies Need to develop and improve dissemination methods to link producers and users Dissemination strategy Communication between Producers and Users KNSO Korea National Statistical Office

9. 9 II. Goals of Economic Census

10. 10 to s erve 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 1997 Economic Census : U.S.A KNSO Korea National Statistical Office Primary Purposes and Uses of Economic Census Data Mark E. Wallace(1998), Public and Private Sector Uses of Economic Census Data, Government Information Quarterly, Vol. 15, No. 3

11. 11 2002 Economic Census : U.S.A KNSO Korea National Statistical Office 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/census02/guide/index.html

12. 12 2004 Economic Census : China KNSO Korea National Statistical Office Li DeShui, Chinas Economic Census : Speech on the International Workshop on Economic Census, July 26, 2005, Beijing 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 Purposes of Economic Census

13. 13 2010 Economic Census : Japan KNSO Korea National Statistical Office Takami Akira, Implementation of the Economic Census, 12th East Asian Statistical Conference, November 14, 2008, Tokyo 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 Objectives of Economic Census

14. 14 2010 Economic Census : Korea KNSO Korea National Statistical Office KNSO, The Basic Plan of Economic Census 2010 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 Uses of Economic Census

15. 15 Present 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 are Users of Economic Census Categorization of Users Information about Usages and Users Dissemination as Marketing Strategies For More User-oriented Goals KNSO Korea National Statistical Office

16. 16 III. Users of Economic Census

17. 17 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 in all about identifying user needs, designing products which best serve these needs, anticipating future demand and 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 Identification of User KNSO Korea National Statistical Office

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

19. 19 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 User_2: Government or Economic Policy Researchers

20. 20 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 User_3: Private Sector : Business or Academy

21. 21 National Accounts Input-Output Table GDP Regional Statistics Users of Micro Data Construction of Longitudinal Data Small and Medium Enterprises Statistics In-depth Analysis Other Users

22. 22 IV. Basic Direction for Successful Dissemination

23. 23 General/Specified Principles Recognizing the User/Better Explanation/Better Accessibilities Dissemination Policy(Samples) 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 Relevance to policy issues Reliability and Timeliness Transparency Responsiveness to User Requirements Promotion of Data Principles of Dissemination KNSO Korea National Statistical Office

24. 24 Aim and Meaning To make Economic Census widely used By users Understanding users needs In appropriate methods To disseminate data Basic directions related to dissemination More user-oriented R&D for user Marketing mind Communication and feedback Dissemination strategy KNSO Korea National Statistical Office

25. 25 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_1: More User-oriented To develop tools for drawing needs of users To conduct research of reconciling Economic Census and other statistics Direction_2: R&D for User

26. 26 To provide usage examples of Economic Census To develop ways how to enlarge Users more To hold various events to make use of Economic Census Direction_3: Strengthening of Marketing Mind Producers participation in policy task force To organize users forum by themes Direction_4: Enabling communication among Stakers

27. 27 KNSO Korea National Statistical Office UNSD, Identifying Data Needs: User-Producer Collaboration, 2008.4 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 Benefits of user-producer collaboration

28. 28 V. Some Suggestions for Dissemination Ways

29. 29 To construct 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… Paths to Disseminate Economic Census KNSO Korea National Statistical Office * In addition to one time Press Release,

30. 30 Information on How to use Economic Census KNSO Korea National Statistical Office Cases of 2007 U.S. Economic Census Bureau of Economic Analysisto calculate key elements of GDP Federal and state agenciesto gauge the effectiveness of programs A State economic development agencyidentifies industries with the most export activity Members of Congressto find out energy intensive industries in their districts A large retailing chainto link zip code information with census data A major food store chainto estimate potential weekly food store sales An insurance companyto redesign sales territories for agents A manager at a manufacturing firmto compare company's productivity A man who develops softwareto make a list of industries most likely to use his product A engineering graduateabout industries where he thought his skills could be used An investor deciding what stocks to buyto evaluate the growth rates of various industries An economic development commission of a major cityto attract new business to the city By User - By Usage

31. 31 Listing up Articles and Researchers to Use Economic Census Data Listing up Articles and Researchers to Use Economic Census Data KNSO Korea National Statistical Office To make tables from Database of Economic Census To analyze in-depth subjects using Micro Data Articles referring Economic Census Government Department Researchers in Private Sectors Professors Key Researchers and Analysts

32. 32 Customizing Data(Case of METI, Japan) KNSO Korea National Statistical Office 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% Order-made 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 Masked Data METI(2009), The Survey Research on statistical needs and Uses in economic statistics

33. 33 Conference or Forum for Communicating Between Producers and Users Conference or Forum for Communicating Between Producers and Users KNSO Korea National Statistical Office 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 Case of 2002 U.S. Economic Census Conference http://txsdc.utsa.edu/EconomicCensus2002Conf.pdf`

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