Research Guides: Course Guide: HMD 275 Restaurant and Retail Management: Welcome!

Demographic and Community Geographic Exercise

Below you will find items from Dr. Gaiko's exercise on performing demographic and geographic research to support the creation of a new restaurant. For each of the items listed we have offered suggestions for finding the information you need. If you encounter difficulties contact one of the librarians shown on this page -- they will be happy to help you with your research.

Demographic Questions:

Location:

Choose a site to research and list the address below. It is helpful to have an address, but if you do not have one, then choose a zip code to research. Utilizing resources identified by the WKU librarian, look up the above address and answer the following questions to the bet of your ability; remember to also list the source for your answers. You many have numerous resources for each answer so list each one if applicable.
- Suggestion: most data sources are searchable for zip code or city/town names. A few sources, however, allow you to enter an exact location in terms of latitude and longitude.
- To find the latitude & longitude:
  - Go to Google Maps in any browser (best to use a computer)
  - Find the exact location you wish to research
  - Double tap the location. A red pin will drop there.
  - Latitude & longitude will appear in the search box at the top.
- To find latitude & longitude of an address:
  - Enter the address in Google Maps—a red pin appears
  - Right click on the red pin and click What's Here
  - Coordinates will appear at the bottom
  - Click on the coordinates and they will appear in the sidebar

Median Age

What is the median age of the people living in your chosen location?

Suggestion: American FactFinder (U.S. Census)
https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

Enter zip code or city
Click Population tab on left side
Look for a link to a document that shows age, sex, race, etc.

Gender:

What is the gender makeup for your chosen location:

Suggestion: American FactFinder
https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

Enter zip code or city
Click Population tab on left side
Look for a link to document that shows age, sex, race, etc.

Household Average Income:

What is the average household income for your chosen location

Suggestion: American FactFinder
https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

Enter zip code or city
Click Income tab, scroll down to Income and Benefits
Includes both mean and median household income

Population:

What are the population numbers for the location area? Please list both 1 mile and 3 mile numbers. If you choose to you can write down other numbers as well: 1 mile, 3 mile, other

Suggestion: Missouri Census Data Center (using U.S. Census Bureau data)
http://mcdc.missouri.edu/websas/caps10c.html

You can enter the zip code in the top box, or an exact longitude/latitude in both boxes (use this format: dd.mm.ss)
To find the latitude & longitude: go to Google Maps in any internet browser, then find the exact location you wish to research. Double tap the location. A pin will drop there, and the latitude & longitude will appear in the search box at the top.
Enter radius numbers (in miles), separated with a space

Household Size:

What is the average household size for the location? List the breakdown of numbers below

Suggestion: American FactFinder (U.S. Census Bureau)
https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

Enter zip code or city name
Click the Population Tab, then choose General Population and Housing Characteristics
Look for “Households by Type,” at the end of this section find avg. household and avg. family sizes

Ethnic Mix:

What is the ethnic mix for the chosen location:

Suggestion: American FactFinder
https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

Enter zip code or city
Click Population tab on left side
Look for a link to document that shows age, sex, race, etc., then look for a section called Race.

Educational Level

What is the education level breakdown for the location chosen?

Suggestion: American FactFinder
https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

Enter zip code or city
Click Education tab on left side
Look for a link to document that shows educational attainment

Area Economic Growth Rate

What is the economic growth rate for the location chosen?

Suggestion: Bureau of Economic Analysis
https://www.bea.gov/

Under the Tools tab at the top, click Interactive Data
Choose Regional Data: GDP and Personal Income
Click Begin Using the Data
Choose Gross Domestic Product (GDP) by Metropolitan Area
Under this, choose GDP in Current Dollars (MAGPD2)
Under Area choose the town you’re interested in
Under Statistics choose All Statistics in Table (or a specific industry of interest)
Under level, choose Percent Change from Previous Period (or other metric of your choice)
Click Next Step, then choose All Years
The first line (All Industry Total), shows the % change in GDP each year for your metro area

Area Crime Rate

What are the crime rate statistics for the location chosen?

Source: City-data.com
www.city-data.com

Crime statistics available by metro area, source is unclear
Alternative source: local law enforcement web pages (can be spotty data)
Neighborhood Crime sites: also poor data

Population Growth

What are the population growth numbers for the area? (this could be a negative number)

Suggestion: Open Data Network (uses government data sources)

https://www.opendatanetwork.com/

Enter zip code or name of city
Select area of interest under Regions
Set to Population Rate of Change in dropdown at top of page

Sales/Demand Generators

List at least 4 Sales generators including their names and if available their proximity to the location chosen. Remember that these need to be close by so they can help generate customers for your concepts.

Sources: personal research, word-of-mouth, local environment

Area Restaurants