Secondary Marketing Research Certificate

You may be already familiar with the Decennial Census and the American Community Survey, but there are many more surveys and programs to collect and analyze data about U.S. population and its social characteristics. To get familiar with topics, visit this page and scroll down to Demographic Surveys/Programs.

The Census Bureau offers a number of data tools including APIs to extract and analyze data from multiple surveys, starting with Explore Census Data (data.census.gov).

Questions to Explore

1. When did the last Decennial Census of Population and Housing take place?
2. What is the date for 2020 Census data collection?
3. Are there questions about household income and education on the 2020 Census?

Questions to Explore

1. What is the sample size for ACS?
2. What kinds of estimates are released based on ACS data?
3. Compared to the Decennial Census of Population and Housing, what additional subject area information about the U.S. population can you find?
4. For 1-year ACS estimates, what is the minimum population size for geographic areas?
5. Create a narrative profile for a geography of your choice.

The U.S. Census Bureau adheres to the 1997 Office of Management and Budget (OMB) standards on race and ethnicity which guide the Census Bureau in classifying written responses to the race question. Being aware of the historical changes in these definitions is crucial for understanding available statistics on race and ethnicity.

Question to Explore

1. Which government agency provides definitions for statistical categories, including race?
2. Is Hispanic/Latino a race category under the current definition?
3. What are the current race categories used by the Census Bureau?
4. When was the question on Hispanic origin first introduced in a Census?
5. Can you easily compare historical and current census statistics on race and ethnicity? 

Upcoming Changes to Race  / Ethnicity Categories in Federal Surveys

On March 28, 2024, the U.S. Office of Management and Budget (OMB) announced federal revisions to the race and ethnicity data collection standards, also known as Statistical Policy Directive No. 15 (SPD 15). In other words, changes are coming to how we collect race and ethnicity information in the United States. Changes will be implemented in the next 12-18 months.

Under the new standards, a combined race/ethnicity question will be used in data collection. A single question will contain at least seven race/ethnicity categories, from which individuals can choose as many as they feel apply:

• American Indian or Alaska Native.
• Asian.
• Black or African American.
• Hispanic or Latino (previously asked in a separate question on ethnicity.)
• Middle Eastern or North African (MENA; new).
• Native Hawaiian or Pacific Islander.
• White.