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Conducting theCommunity Analysis
What is a Community Analysis?
Includes market research and broader analysis of community assets and challenges
Provides information for current and potential entrepreneurs to assess market opportunities and analyze community norms and shared beliefs
Useful for determining the quality of life offered by the community
The Community Analysis will draw on information from:
Community presentations Entrepreneur interviews Government and municipal sources Personal observations
Primary and Secondary Data
Primary data: Collected by the user for a specific purpose May be collected via survey, interview, focus group
or observation Meets specific needs of a researcher; however it is
expensive and time consuming to collect
Secondary data: Collected for a general information need May originate from experts, trade or commercial
information sources, government, community literature
Less costly and more quickly accessible; may not fit the researchers needs as well as primary data
Qualitative vs. Quantitative DataQualitative data:
Usually involves words or images Researcher subjectively seeks to understand and
interpret data to reveal patterns and themes
Quantitative data:Numerical data that can be analyzed using statistical
methodsResearcher behaves as an objective observer the
qualitative
Both qualitative and quantitative data are useful in the community analysis
Evaluating Data Sources
Before relying on secondary data, ask: Who is the author? Is the author an expert
on the topic? Has the information been reviewed by
knowledgeable experts for accuracy and bias?
How old is the information? Why was the information compiled
(commercial, public use)? Who is the intended audience?
Ethics and Confidentiality
Critical to follow ethical practices in collecting, recording, and reporting data
Federal and university standards may apply when collecting data from human subjects
Researcher is responsible for guarding against harm to participants
Guidelines for protecting human subjects
Participants may not be forced into participating or sharing information
Protect participants from harm, including loss of time, disclosing confidential information
Protect identity of participants; carefully safeguard information collected from individuals participating in the research
Take care not to discuss information in a public setting
Components of the Community Analysis
Community Overview
Provides an introduction to the community and an overview of current conditions
Presents significant issues facing the community that may affect residents in the next several years
Community Residents Describes characteristics of the
population of the community Potential to identify underserved
markets for new businesses
Economic Stability Of the economic conditions in the
community that impact consumers’ purchasing power
Community Overview
Quality of Life Describes the community in terms of its
attractiveness as a place to live and work
Community Resiliency Does the community have the potential
to bounce back from adversity?
Community Values Community attitudes regarding change,
support of local businesses
Community Overview
Retail Sector Analysis Describes the location, mix and quality of
the retail sector in the community
Infrastructure Analysis Description of the physical qualities of the
community that have the potential to impact businesses
Community Overview
Getting Started
Review the Community Analysis Guide included in the Community Analysis Project Description
Be prepared to take good notes at the Community Leader presentation
Arrange interview with entrepreneur Begin researching secondary data sources
and collecting needed information
End Result
Teams will prepare a Community Analysis Report.
Report will summarize findings of research and offer recommendations for enhancing the downtown business district
Brief oral presentation of results and recommendations to class and community representatives