Geodemographics, GIS and Neighbourhood Targeting
Author: Peter Sleight
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
Table of Contents:
| 1 | Introducing geodemographics | 1 |
| 2 | London to Chicago and back again! : the origins of geodemographics | 29 |
| 3 | The evolution of geodemographics and the market today | 53 |
| 4 | Geodemographics and GIS | 77 |
| 5 | Geodemographic information systems and analysis | 109 |
| 6 | How geodemographic classifications are built | 147 |
| 7 | Geodemographics around the world | 185 |
| 8 | 'But does it work?' : geodemographics in the dock | 207 |
| 9 | New data, new approaches : from geodemographics to geolifestyles | 243 |
| 10 | Postscript : there are three Is in geodemographics! | 273 |
Go to: Candida Control Cookbook or The Complete Idiots Guide to Getting a Tattoo
Nothing But the Truth: Telling True and Powerful Stories from Market Research Data
Author: D V L Smith
The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data-sets. With its holistic approach to interpretation and its 10-step process for making it work in practice, this book will equip you with a deep understanding of data analysis and ultimately improve your judgment to produce better business decisions.
"This is modern commercial research, where the mind of the researcher is finally acknowledged as admissible data. Prior knowledge, pragmatism, experience are all robust grist to the 'holistic' research mill. A must-read for anyone getting to grips with 21st century market research." Virginia Valentine, Semiotic Solutions
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