Geodemographic classification is ‘big business’ in the marketing and service sector industries, and in public policy there has also been a resurgence of interest in neighbourhood initiatives and targeting. As an increasing number of professionals realise the potential of geographic analysis for their business or organisation, there exists a timely gap in the market for a focussed book on geodemographics and GIS.
Geodemographics: neighbourhood targeting and GIS provides both an introduction to and overview of the methods, theory and classification techniques that provide the foundation of neighbourhood analysis and commercial geodemographic products. Particular focus is given to the presentation and use of neighbourhood classification in GIS.
- Authored by leading marketing professionals and a prominent academic, this book presents methods, theory and classification techniques in a reader-friendly manner
- Supported by private and public sector case studies and vignettes
- The applied ‘how to’ sections will specifically appeal to the intended audience at work in business and service planning
- Includes information on the recent UK and US Census products and resulting neighbourhood classifications
表中的内容
List of Case Study Contributors xi
Preface xiii
1 Introducing Geodemographics 1
Learning Objectives 1
Introduction 2
1.1 The use of geodemographics 3
1.2 A simple application: opening a coffee shop in Atlantic City 5
1.3 Another application: guiding neighbourhood regeneration funding 10
1.4 Using geodemographics for retail targeting 12
1.5 How it works: a short theory of geodemographics 14
Case study: modelling price sensitivity and geodemographic categories in the restaurant market 19
Case study: using geodemographics in the public sector 21
1.6 Where next? An overview of the following chapters 24
1.7 Conclusion 26
Summary 26
Further Reading 27
2 London to Chicago and Back Again! The Origins of Geodemographics 29
Learning Objectives 29
Introduction 30
2.1 The life and labours of an early neighbourhood analyst 30
2.2 From London to Chicago and beyond! 37
2.3 A note on measuring deprivation 42
Case study: Charles Booth – yesterday once more? 45
2.4 Conclusion 49
Summary 50
Further Reading 51
3 The Evolution of Geodemographics and the Market Today 53
Learning Objectives 53
Introduction 54
3.1 From census to commerce 55
3.2 Geodemographics today 61
Case study: the US market for geodemographics 67
3.3 The role of market research linkages 70
3.4 Use of non-census data 70
3.5 Conclusion 73
Summary 75
Further Reading 75
4 Geodemographics and GIS 77
Learning Objectives 77
Introduction 78
4.1 Principles of GIS 79
4.2 Mapping geodemographic information with GIS 88
4.3 An interesting pattern? 92
4.4 Confounded by choropleths! 95
Case study: Using GIS for neighbourhood analysis and targeting – a commercial perspective 99
4.5 Spatial interaction models 103
4.6 Conclusion 106
Summary 107
Further Reading 108
5 Geodemographic Information Systems and Analysis 109
Learning Objectives 109
Introduction 110
5.1 Data collection and input 111
5.2 Data analysis 115
5.3 Data visualization and output 137
Case study: Different neighbourhoods, different policing styles 141
5.4 Conclusion 143
Summary 144
Further Reading 145
6 How Geodemographic Classifications are Built 147
Learning Objectives 147
Introduction 148
6.1 Data input – sources of data for neighbourhood classification 148
6.2 Preparing the data for classification 150
6.3 Evaluation of input variables 152
6.4 Selecting weights 159
6.5 Clustering 160
6.6 Optimization process and manual intervention 166
6.7 Forming a cluster hierarchy 168
6.8 Labels, portraits and visualization tools 171
6.9 A worked example of clustering 173
6.10 Conclusion 181
Summary 182
Further Reading 183
7 Geodemographics Around the World 185
Learning Objectives 185
Introduction 186
7.1 The internationalization of geodemographics 187
Case study: a brief comparison of selected censuses from across the world 189
7.2 Census data sources – some differences in what is asked and where 193
7.3 Differences in the availability of non-census data sources 195
7.4 Variations in the detail of the postal delivery system 196
7.5 Geographies of neighbourhood worldwide 196
7.6 Conclusion 204
Summary 205
Further Reading 206
8 ‘But Does It Work?’ Geodemographics in the Dock 207
Learning Objectives 207
Introduction 208
8.1 The case for the prosecution 209
8.2 The case for the defence 225
‘Witness’ 1: Example of the Nottingham Youth Justice Board 228
‘Witness’ 2: Example of Shotton Paper Company plc 230
‘Witness’ 3: Example of The University of Central Lancashire 231
‘Witness’ 4: Example of Camelot Group plc 233
Validating geodemographics – the Luton case study 236
8.3 Conclusion 239
Summary 240
Further Reading 241
9 New Data, New Approaches: from Geodemographics to Geolifestyles 243
Learning Objectives 243
Introduction 244
Case study: Lifestyles analysis and new approaches 246
9.1 Using GIS to map lifestyle data 249
9.2 Looking for ‘hot spots’ 257
9.3 From revelation to explanation 261
9.4 Data-handling issues 263
9.5 Conclusion 271
Summary 271
Further Reading 272
10 Postscript: There are three Is in geodemographics! 273
References 279
Index 289
关于作者
Richard Harris, University of Bristol, UK.
Peter Sleight, Target Market Consultancy, UK.
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