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