Nqunley recalled that in 1970, the census figures were extremely helpful to marketers. By 1980, the 10-year count wasn't as important because annual estimates had improved. The same was true in 1990. The 2000 census numbers will merely tweak already very accurate estimates, he said, all thanks to computers. Finally, computers are much more adept at manipulating data to discover trends, but Nunley cautioned against overanalyzing data.
Computers make it easy to break statistics down to minuscule fractions.
But the figures should be used more as a guide than as a precise socioeconomic road map. You can do that on your spreadsheet and its correct statistically and mathematically, but its spurious accuracy when you start putting that out. Private businesses and government agencies rely heavily on the data, Nunley said. Private companies can learn where their clients live and what their spending habits are. Government service agencies, such as the Kansas Department of Social and Rehabilitation Services, use the data to discover how to better serve their clientele.