If, as they say, knowledge is power, I've come across two new books that may make some of you a bit more powerful. Both present a great deal of basic information, one on demographics, the other on survey research, in a straightforward manner.

The Insider's Guide to Demographic Know-How (published in hardcover by American Demographics Press, in paperback by Probus Publishing) edited by Penelope Wickham, combines how-to articles with listings of sources for demographic information. The how-to's are short, no-nonsense pieces, reprinted from American Demographics, including "Seven Tips On How To Find the Information You Need," "How To Manage Consumer Information," "How to Size Up Your Customers," "How To Think Like A Demographer" "How to Evaluate Population Estimates," and "How to Read a Demographic Report."

For those new to the field, these articles (and the accompanying glossary) are a good introduction to some fundamental concepts; for others, they're a quick refresher course on crucial ideas to keep in mind.

The listing section begins with sources for federal data, providing ordering information, contact names, addresses and/or phone numbers, and an explanation of the kind of information each federal department/bureau (agriculture, census, economic, education, health, etc.) can give you. The same is done for sources of state and local information, which are broken down by type of information (e.g. economic, vital statistics, demographic), and for non-profit sources such as universities, associations, and institutes, showing the type of research they do and contact names, addresses, and phone numbers.

An abridged listing of private sources of research is divided by specialty, including, for example, psychographic research, computer mapping, audience measurement, and opinion polling. Many of these sections begin with short, helpful articles written by those in the know that offer advice on how to choose a research firm, how to shop for data, and questions you should ask about computer mapping.

An appendix provides a quick overview of the U.S. in statistical terms, touching on trends and developments in education, housing, and population growth and distribution.

In the second book, Polls and Surveys: Understanding What They Tell Us (published by Jossey-Bass Inc.), Norman M. Bradburn and Seymour Sudman examine survey research from a practical and historical perspective. In a clear, very readable style, these two well-respected experts first chart the history and uses of public opinion polling, and then take the reader through all aspects of the polling process—questionnaire design, respondent selection, survey administration, and analysis of the results.

Along the way they discuss important topics such as sources of error, the strengths and weaknesses of various forms of information gathering/interviewing (telephone, face-to-face, mail questionnaires) and their costs; and how the order and wording of questions affects results.

The Insider's Guide to Demographic Know-How and Polls and Surveys supply the kind of information that leads to informed decisions, which in turn lead to efficient use of research. And that's good for everybody.