Through interviews and diaries. Data presented as average annual expenditures for categories of expenditures and are tabulated by household characteristics. Summary results given for 26 metropolitan areas. Billed as the most famous and widely used source of consumer marketing data in the U.S. Published annually since 1929. Greatest range and reliability of data below the state level County geographical boundaries rarely change Complete national coverage can be achieved by summarizing all counties.
Counties are manageable building blocks for the alignment of sales territories.
County boundaries are readily identifiable. Money income less personal tax payments. Income benchmarked to 1990 Census. Indicates ability to buy and is essential for comparing and grouping markets. Used to estimate potential for mass-marketed items sold at popular prices, e.g. detergent.