Central Michigan University Libraries
Marketing 300 Online Tutorial
Market Demographics Assignment
below you will find a problem statement which explains the context of the questions. Make a hardcopy (print copy) of the questions and write your answers on the hardcopy. beneath the questions there are a series of sources listed which are to be used for answering the questions. (Hint: the sources needed to answer the questions are listed in the same order as the the questions, e.g. use the first source to answer question number 1.)
When you have completed all of the questions, give the questions and answers to your instructor. Your instructor will give you a due date for the assignment.
Problem: You have an offer to buy a business in Mt. pleasant, Michigan selling aerobic/fitness shoes. before you agree to buy the business you want to find information about the size of the local market for this product, which you believe is most likely to appeal to individuals between 15 and 44 years of age.
Questions
- Find the number of people (population) in Isabella County, Michigan between 15 and 44 years of age. (Hint: locate a "Factsheet" for Isabella County, then click on "show more" to get a complete list of the General Characteristics.)
- a) Using the primary SIC number for retail shoe stores, 5661, find the number of competitors (other retail shoe stores) in Isabella County, Michigan. (Hint: use the custom search option to create a serach form for primary SIC and county.)
b) How many of these are branches of larger companies. (Is there an arrow pointing upward?)
c) Give the name, address and telephone number of the parent company for payless Shoe Source. (Click on the arrow.)
d) How many total branches of the parent company, found from pt.c, are located in the United States? (Click on the arrow pointing downward.)
- a) What percentage of the total market for aerobic/fitness shoes were sold to 18-34 years olds in the Spring of 2000? (Shoes are included in apparel.)
b) To determine if there is a trend toward increased or decreased sales, find the percentage of the total market for aerobic/fitness shoes sold to 18-34 years olds in the Spring of 1998 and the Spring of 1999.
Use the following resources to complete this assignment:
- American Factfinder
http://factfinder.census.gov/home/saff/main.html?_lang=en
Reference USA
http://www.referenceusa.com/index2.asp
MRI Reporter (Mediamark)
park Library (Reference CD)
Assignment Topics:
Questions or problems: Ask for assistance at the Reference Desk
in park Library,
or e-mail Judy O'Dell or call 774-3787.
last updated: 10/27/02