Shaping statistical services to satisfy user needs

Issue title: Marketing of Statistics

Article type: Research Article

Authors: Brackstone, G.J.

Affiliations: 26-J, R.H. Coats Building, Tunney's Pasture, Ottawa, Ontario, Canada K1A 0T6

Abstract: Statistical agencies serve many users. These users are heterogeneous in terms of their information needs, the ways in which they use statistical data, their analytic abilities to manipulate data, and their computing capacities. The impact of their uses of statistical data will also differ greatly depending on their roles in society. If the statistical agency is to be responsive to the needs of a wide range of users, it must be aware of these needs and must tailor its products and services accordingly. This paper reviews and assesses approaches that have been used in Canada to ensure that the products of Statistics Canada meet, and continue to meet, the needs of its various clienteles. The paper begins with a brief review of mechanisms for keeping abreast of users' information needs. It then defines a set of categories of users and uses of the outputs of a statistical agency. For each category, the paper summarizes the uses to which statistical data may be put, the major characteristics of the data needs, additional mechanisms that may be used to keep abreast of these users' needs, and ways in which the products and services of the statistical agency may be tailored to satisfy the needs of this particular set of users. The paper concludes with a review of the problem of setting priorities among the conflicting demands of different user groups.

DOI: 10.3233/SJU-1991-83-405

Journal: Statistical Journal of the United Nations Economic Commission for Europe, vol. 8, no. 3-4, pp. 243-257, 1991