The recent census in the UK, taken in March 2011, may also have been our last - since the Office for National Statistics has announced that it intends to explore alternative more cost-effective options for ‘census taking’ in the future. In this paper, we consider what the options may be, based on approaches and experiences from other countries, and assess their implications for users. We start by reminding ourselves about the value of the census and the strengths and weaknesses of the current approach. We then identify the principal methods being followed in other countries, together with their advantages and disadvantages. This leads us to review methodological work in the UK, building up to the current ‘Beyond 2011’ ONS project. We focus on administrative records as a possible way of removing the need for a full population survey. Finally, we assess the options and discuss the implications for users in market research.
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Marketers already make extensive use of information that is collected by government, but in recent months the pressure has been mounting for this to become free of charge, and for its licensing to become much simpler.
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