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Informationen zum Autor Richard Harris , University of Bristol, UK. Peter Sleight , Target Market Consultancy, UK. Klappentext 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 Zusammenfassung 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. Inhaltsverzeichnis 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 Dat...
Inhaltsverzeichnis
List of Case Study Contributors.
Preface.
1. Introducing Geodemographics.
Learning Objectives.
Introduction.
The use of demographics.
A simple application: opening a coffee shop Atlantic City.
Another application: for guiding neighbourhood regeneration funding.
Using geodemographics for retail targeting.
How it works: a short theory of geodemographics.
Case Study: modelling price sensitivity and geodemographic categories in the restaurant market (Martin Callingham).
Case Study: using geodemographics in the public sector Keith Dugmore).
Where next? An overview of the following chapters.
Conclusion.
Summary.
Further Reading.
2. London to Chicago and Back Again! The Origins of Geodemographics.
Learning Objectives.
Introduction.
The life and labours of an early neighbourhood analyst.
From London to Chicago and beyond!
A note on measuring deprivation.
Case Study: Charles Booth - yesterday once more? (Scott Orford).
Conclusion.
Summary.
Further Reading.
3. The Evolution of Geodemographics and the Market Today.
Learning Objectives.
Introduction.
From Census to commerce.
Geodemographics today.
The US Market for Geodemographics (Dave Miller).
The role of market research linkages.
Use of non-census data.
Conclusion.
Summary.
Further Reading.
4. Geodemographics and GIS.
Learning Objectives.
Introduction.
Principles of GIS.
Mapping geodemographic information with GIS.
An interesting pattern?
Confounded by choropleths!
Case Study: Using GIS for neighbourhood analysis and targeting - a commercial perspective (Stewart Berry).
Spatial interaction models.
Conclusion.
Summary
Further Reading.
5. Geodemographic Information Systems and Analysis.
Learning Objectives.
Introduction.
Data collection and input.
Data analysis.
Data visualization and output.
Case Study: Different neighbourhoods, different policing styles (Tom Williamson).
Conclusion.
Summary.
Further Reading.
6. How Geodemographic Classification are Built.
Learning Objectives.
Introduction.
Data input - sources of data for neighbourhood classification.
Preparing the data for classification.
Evaluation of input variables.
Selecting weights.
Clustering.
Optimization process and manual intervention.
Forming a cluster hierarchy.
Labels, portraits and visualization tools.
A worked example of clustering.
Conclusion.
Summary.
Further Reading.
7. Geodemographics Around the World.
Learning Objectives.
Introduction.
The internalisation of geodemographics.
Case Study: a brief comparison of selected censuses from across the world (Peter Furness).
Census data sources - some differences in what is asked and where.
Differences in the availability of non census data sources.
Variations in the detail of the postal delivery system.
International geographies of neighbourhood.
Conclusion.
Summary.
Further Reading.
8. 'But Does it Work? ' Geodemographics in the Dock.
Learning Objectives.
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"... a book that is unique both in its approach and it s content ... a valuable contribution to this area of research..." (GIS Professional, March 2006)
