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Data and Methodology <br /> (Organized by Report Section) <br /> This Trade Area Analysis report was created by the University of Minnesota <br /> Extension. Data was compiled and analyzed chiefly through Business Analyst, a GIS <br /> software program from ESRI. <br /> Tapestry Segmentation Profile Section: <br /> Segmentation systems operate on the theory that people with similar tastes, lifestyles, <br /> and behaviors seek others with the same tastes—"like seeks like." These behaviors <br /> can be measured, predicted, and targeted. ESRI's segmentation system, <br /> CommunityTM TapestryTM, combines the"who"of lifestyle demography with the <br /> "where" of local neighborhood geography to create a model of various lifestyle <br /> classifications or segments of actual neighborhoods with addresses—distinct <br /> behavioral market segments. <br /> Methodology: <br /> Based on the foundation of proven segmentation methodology introduced more <br /> than 30 years ago, the Community Tapestry system classifies U.S. neighborhoods <br /> into 65 market segments.Neighborhoods with the most similar characteristics are <br /> grouped together while neighborhoods showing divergent characteristics are <br /> separated. <br /> Each neighborhood is analyzed and sorted by more than 60 attributes including <br /> income, employment, home value, housing type, education, household <br /> composition, age, and other key determinants of consumer behavior. U.S. <br /> consumer markets are multidimensional and diverse. Using a large array of <br /> attributes captures this diversity with the most powerful data available. Data <br /> sources such as Census 2000 data, <br /> ESRI's proprietary demographic updates, Acxiom's InfoBase consumer database, <br /> Mediamark Research Inc.'s Doublebase 2004 national consumer survey, and <br /> other sources are used to capture the subtlety and vibrancy of the U.S. <br /> marketplace. <br /> Source: Community Tapestry Handbook, May 2006. Available at <br /> http://www.esri.com <br /> Media and Leisure Data: <br /> These habits are derived from an ongoing, comprehensive study of the adult <br /> population of the United States by Mediamark Research, a national marketing <br /> firm. This study, conducted continuously since 1979, surveys the demographics, <br /> product usage, and media exposure of all persons aged 18 and over in the <br /> contiguous 48 states. <br /> 2 <br />