Abstract
 Uncertainty, Misinterpretation and Misuse of Geodemographics Track: Census and Geodemographics Author(s): Mark Leipnik, Sanjay Mehta Geospatial data stands on two figurative legs: geographic data and related attribute data. In this paper, the accuracy, completeness and appropriateness of the attribute data contained in responses to questions on forms for the U.S. decennial census and American Community Survey will be discussed. Specifically, issues of undercounts, mobile populations, falsification and misinterpretation of instruments, privacy and handling of low population areas and analysis of special groups such as gays and expatriates will be featured. The potential and actual misuse and misinterpretation of TIGER data in marketing studies, along with potential solutions available to cope with errors and reduce uncertainty in the use and analysis geodemographic attribute data, are the major emphasis of this paper. Mark Leipnik Sam Houston State University Geography 1900 Ave I Huntsville , TX 77341 US Phone: (936) 294-3698 Fax: (936) 294-3940 E-mail: geo_mrl@shsu.edu Sanjay Mehta Sam Houston State University Marketing 1901 Ave J Room 200 Huntsville , TX 77341 US Phone: (936) 294 1312 E-mail: mkt_ssm@shsu.edu |
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