Dissemination Strategy for Making Economic Census Widely Available in Korea

1. Dissemination Strategy for Making Economic Census Widely Available in Korea Seong Ho, Han Statistics Research Institute Korea National Statistical Office The 2nd International Workshop on Economic Census Seoul, Republic of Korea July 6 – 9, 2009

2. Content Toward More User-oriented Statistics Ⅰ Goals of Economic Census Ⅱ Users of Economic Census Data Ⅲ Basic Direction for Successful Dissemination Ⅳ Some Suggestions for Dissemination Ways V

3. Ⅰ. Toward More User-oriented Statistics

4. From Words to Actions • “New statistical era is ‘a great opportunity’ for users” · Keith Dugmore, Chair of the Statistics User forum with the formal establishment of the UK Statistics Authority, on 1 April 2008 • The common mission of all official statistics is focused on User’s Satisfaction － Nevertheless, we don’t know who users are or how users are using statistics concretely － So far user-oriented policy without knowing user’s identity 4 KNSO Korea National Statistical Office

5. Dissemination Strategy as Marketing • To figure out the strategies which enable the Economic Census more widely available • To focus on the Dissemination Plans as a kind of Marketing strategy User_1 Official Statistics Producers Economic Census User_2 User_3 Dissemination Strategy 5 KNSO Korea National Statistical Office

6. Awareness of Statistics as Commodities • The Price of Statistics as a Commodity is subject to Supply and Demand － Value, Cost, Price : Trust, Tax, Status － Supplier : National Statistical Office － Demander : Not Well Defined • So far Producer-oriented Official Statistics － A Demander “Shortage of necessary Statistics” － Producer “Unawareness in usages of statistics” － Absence of Marketing Function by Producer KNSO Korea National Statistical Office

7. Who are Demanders on Statistics? Media Public Government Decision Makers Policy Researchers Private Sector Business Leader Scholars · Wide Spectrum of Users · Understanding the Needs of Each Users · New Approaches to Different Users 7 KNSO Korea National Statistical Office

8. Communication between Producers and Users • Insufficient communication － Simple citation in media － On-line bulletins board － Little discussion on statistics regarding policy － Shortage of feedback by users • Only statement prevails － “Statistics are very important to fulfill policies” • Need to develop and improve dissemination methods to link producers and users － Dissemination strategy 8 KNSO Korea National Statistical Office

9. II. Goals of Economic Census 9

10. 1997 Economic Census : U.S.A Primary Purposes and Uses of Economic Census Data • to serve as framework and statistical benchmark for current economic surveys • To provide source data for calculating composite measures of the national economy • To plan and monitor economic policies and programs in the public sector business - Improving production strategy - Improving marketing strategy • To plan and manage in the private sector • To measure and track changes in economic activity Mark E. Wallace(1998), Public and Private Sector Uses of Economic Census Data, Government Information Quarterly, Vol. 15, No. 3 10 KNSO Korea National Statistical Office

11. 2002 Economic Census : U.S.A Uses of Economic Census Data http://www.census.gov/econ/census02/guide/index.html 11 KNSO Korea National Statistical Office

12. 2004 Economic Census : China Purposes of Economic Census • To collect the information on the second and tertiary industries • in terms of their development scale, • structure and economic benefit • To establish and perfect the business register and database system • To lay a solid foundation for research and formulation of the national economic and social development plan and for improving decision-making and management • To reform the statistical system, perfecting the national economic accounting system and perfecting the statistical monitoring, warning and forecasting system Li DeShui, China’s Economic Census : Speech on the International Workshop on Economic Census, July 26, 2005, Beijing 12 KNSO Korea National Statistical Office

13. 2010 Economic Census : Japan Objectives of Economic Census • To produce comprehensive statistics on industrial structure • To provide basic information for policy making • To develop systematic statistics on service sector • To provide data for input-output tables • To provide regional statistics • To provide business frame Takami Akira, Implementation of the Economic Census, 12th East Asian Statistical Conference, November 14, 2008, Tokyo 13 KNSO Korea National Statistical Office

14. 2010 Economic Census : Korea Uses of Economic Census • To provide benchmark data to other monthly and annual statistics • To be a population statistics of various sample surveys • To provide small area statistics • To provide data for policy establishing and research by industry KNSO, The Basic Plan of Economic Census 2010 14 KNSO Korea National Statistical Office

15. For More User-oriented Goals • Present Goals are mainly related to “What Economic Census gives” － Reform of the existing Statistical System － To construct the Business Register(Frame) － To provide regional or small area Statistics • It is very important to figure out “Who are Users of Economic Census” － Categorization of Users － Information about Usages and Users － Dissemination as Marketing Strategies 15 KNSO Korea National Statistical Office

16. III. Users of Economic Census 16

17. Identification of User • Difficulty of Identifying Economic Census Users － Users are spread very widely － Users rarely represent their statistical Needs clearly － Not easy to know how Users use Economic Census (Simple Citation>Making Basic Tables>for Analysis) • “Statistical capacity building in the field of user oriented dissemination in all about identifying user needs, designing products which best serve these needs, anticipating future demand and utilizing all means of data publication and presentation as effectively as possible, and always in close contact with the user community” ·Guenter Kopsch(2002), German FSO 17 KNSO Korea National Statistical Office

18. User_1: Media or Public • Users － Newspapers － Broadcasting － Public Citizen － Journalist • Usage Form － Statistics Press Release － Click or Access to Website － Citation － Interpretation

19. User_2: Government or Economic Policy Researchers • Users － Decision Makers of Government Department － Policy Planners － Researchers of Government Think Tanks － Researchers of Legislation Institute － Professors • Usage Form － Policy Press Release － Issue papers or Working Papers － Research Reports － Articles in Newspapers, Magazines and Journals － Laws 19

20. User_3: Private Sector : Business or Academy • Users － Business Manager and Planners － Consultants and Consulting Company － Analysts of Stock Market － Professors/Students － Advertising Company • Usage Form － Market Trend Reports － Working Papers or Articles － Consumer Reports － Business Strategy Building － New Products Development 20

21. Other Users • National Accounts － Input-Output Table － GDP － Regional Statistics • Users of Micro Data － Construction of Longitudinal Data － Small and Medium Enterprises Statistics － In-depth Analysis 21

22. IV. Basic Direction for Successful Dissemination 22

23. Principles of Dissemination • General/Specified Principles • Recognizing the User/Better Explanation/Better Accessibilities • Dissemination Policy(Samples) • For users, comprehensive and as detailed as possible in statistical terms • Accurate, reliable, consistent and comparable in space and time • Up-to-date and timely and punctual manner • Independence of deciding the content and timing of statistical releases • Pre-announced schedule • Presented in a clear and understandable form • Available on an impartial and objective basis • Statistical confidentiality • All users must be treated equally • Provided free of charge <Statistics Portugal> • Relevance to policy issues • Reliability and Timeliness • Transparency • Responsiveness to User Requirements • Promotion of Data <Singapore Department of Statistics> 23 KNSO Korea National Statistical Office

24. Dissemination strategy • Aim and Meaning － To make Economic Census widely used － By users － Understanding users’ needs － In appropriate methods － To disseminate data • Basic directions related to dissemination － More user-oriented － R&D for user － Marketing mind － Communication and feedback 24 KNSO Korea National Statistical Office

25. Direction_1: More User-oriented • Should know What kind of users exist and how they use Economic Census in concrete • Economic Census to be exposured frequently to users and to be accessed more easily by users Direction_2: R&D for User • To develop tools for drawing needs of users • To conduct research of reconciling Economic Census and other statistics 25

26. Direction_3: Strengthening of Marketing Mind • To provide usage examples of Economic Census • To develop ways how to enlarge Users more • To hold various events to make use of Economic Census Direction_4: Enabling communication among Stakers • Producer’s participation in policy task force • To organize users’ forum by themes 26

27. Benefits of user-producer collaboration • Identify and prioritize key issues and data needs • Identify relevant policy documents • Improve relevance of data collected • Identify strengths and weaknesses of data • Improve quality of data collected • Improve relevance and quality of statistical publications • and other products • Improve users’ understanding of data collected • Develop more realistic expectations among users • Improve use of data in the design, monitoring • and assessment of policies and programmes • Promote partnerships for data analysis UNSD, Identifying Data Needs: User-Producer Collaboration, 2008.4 27 KNSO Korea National Statistical Office

28. V. Some Suggestions for Dissemination Ways 28

29. Paths to Disseminate Economic Census * In addition to one time Press Release, • To construct Individual website • To give information on how to use Economic Census • To provide related researches and researchers group • To make customized data • To hold conference and seminars • To link related statistics and so on… 29 KNSO Korea National Statistical Office

30. Information on How to use Economic Census Cases of 2007 U.S. Economic Census By User - By Usage 30 KNSO Korea National Statistical Office

31. Listing up Articles and Researchers to Use Economic Census Data Articles referring Economic Census • To make tables from Database of Economic Census • To analyze in-depth subjects using Micro Data Key Researchers and Analysts • Government Department • Researchers in Private Sectors • Professors 31 KNSO Korea National Statistical Office

32. Customizing Data(Case of METI, Japan) Order-made Data • To supply the data to be processed by customers(statistics users) • Survey on Demand · Researchers: 69.1%, · Business: 44.4%, · Media: 48.7%, · Think-Tank: 64.4%, · Other Business: 54.3, · Internet Questionnaire: 83.8%, METI homepage: 76.2% Masked Data • Uses of masked data - Researchers: to write research papers - Business: to analyze business trends - Media: the basic data of press release results - Think-tank: to do research and consulting - Public: to obtain knowledge for job METI(2009), The Survey Research on statistical needs and Uses in economic statistics 32 KNSO Korea National Statistical Office

33. Conference or Forum for Communicating Between Producers and Users Case of 2002 U.S. Economic Census Conference • To make the attendees aware of the range of data about businesses available from the Census Bureau, including both the Economic Census and more frequent data sets. • To give attendees confidence approaching the Census Bureau website looking for answers to their own questions about business. • To elicit exchange of information about practical applications of census data http://txsdc.utsa.edu/EconomicCensus2002Conf.pdf` 33 KNSO Korea National Statistical Office

34. Thank You !!!