Geodemographics, GIS and Neighbourhood Targeting (Mastering GIS: Technol, Applications & Mgmnt)

✍ Scribed by Richard Harris, Peter Sleight, Richard Webber

• Publisher: Wiley
• Year: 2005
• Tongue: English
• Leaves: 313
• Series: Mastering GIS: Technol, Applications & Mgmnt
• Edition: 1
• Category: Library

✦ Synopsis

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

Geodemographics, GIS and Neighbourhood Targeting......Page 3
Contents......Page 9
List of Case Study Contributors......Page 13
Preface......Page 15
Learning Objectives......Page 17
Introduction......Page 18
1.1 The use of geodemographics......Page 19
1.2 A simple application: opening a coffee shop in Atlantic City......Page 21
1.3 Another application: guiding neighbourhood regeneration funding......Page 26
1.4 Using geodemographics for retail targeting......Page 28
1.5 How it works: a short theory of geodemographics......Page 30
Case study: modelling price sensitivity and geodemographic categories in the restaurant market......Page 35
Case study: using geodemographics in the public sector......Page 37
1.6 Where next? An overview of the following chapters......Page 40
Summary......Page 42
Further Reading......Page 43
Learning Objectives......Page 45
2.1 The life and labours of an early neighbourhood analyst......Page 46
2.2 From London to Chicago and beyond!......Page 53
2.3 A note on measuring deprivation......Page 58
Case study: Charles Booth – yesterday once more?......Page 61
2.4 Conclusion......Page 65
Summary......Page 66
Further Reading......Page 67
Learning Objectives......Page 69
Introduction......Page 70
3.1 From census to commerce......Page 71
3.2 Geodemographics today......Page 77
Case study: the US market for geodemographics......Page 83
3.4 Use of non-census data......Page 86
3.5 Conclusion......Page 89
Further Reading......Page 91
Learning Objectives......Page 93
Introduction......Page 94
4.1 Principles of GIS......Page 95
4.2 Mapping geodemographic information with GIS......Page 104
4.3 An interesting pattern?......Page 108
4.4 Confounded by choropleths!......Page 111
Case study: Using GIS for neighbourhood analysis and targeting – a commercial perspective......Page 115
4.5 Spatial interaction models......Page 119
4.6 Conclusion......Page 122
Summary......Page 123
Further Reading......Page 124
Learning Objectives......Page 125
Introduction......Page 126
5.1 Data collection and input......Page 127
5.2 Data analysis......Page 131
5.3 Data visualization and output......Page 153
Case study: Different neighbourhoods, different policing styles......Page 157
5.4 Conclusion......Page 159
Summary......Page 160
Further Reading......Page 161
Learning Objectives......Page 163
6.1 Data input – sources of data for neighbourhood classification......Page 164
6.2 Preparing the data for classification......Page 166
6.3 Evaluation of input variables......Page 168
6.4 Selecting weights......Page 175
6.5 Clustering......Page 176
6.6 Optimization process and manual intervention......Page 182
6.7 Forming a cluster hierarchy......Page 184
6.8 Labels, portraits and visualization tools......Page 187
6.9 A worked example of clustering......Page 189
6.10 Conclusion......Page 197
Summary......Page 198
Further Reading......Page 199
Learning Objectives......Page 201
Introduction......Page 202
7.1 The internationalization of geodemographics......Page 203
Case study: a brief comparison of selected censuses from across the world......Page 205
7.2 Census data sources – some differences in what is asked and where......Page 209
7.3 Differences in the availability of non-census data sources......Page 211
7.5 Geographies of neighbourhood worldwide......Page 212
7.6 Conclusion......Page 220
Summary......Page 221
Further Reading......Page 222
Learning Objectives......Page 223
Introduction......Page 224
8.1 The case for the prosecution......Page 225
8.2 The case for the defence......Page 241
‘Witness’ 1: Example of the Nottingham Youth Justice Board......Page 244
‘Witness’ 2: Example of Shotton Paper Company plc......Page 246
‘Witness’ 3: Example of The University of Central Lancashire......Page 247
‘Witness’ 4: Example of Camelot Group plc......Page 249
Validating geodemographics – the Luton case study......Page 252
8.3 Conclusion......Page 255
Summary......Page 256
Further Reading......Page 257
Learning Objectives......Page 259
Introduction......Page 260
Case study: Lifestyles analysis and new approaches......Page 262
9.1 Using GIS to map lifestyle data......Page 265
9.2 Looking for ‘hot spots’......Page 273
9.3 From revelation to explanation......Page 277
9.4 Data-handling issues......Page 279
Summary......Page 287
Further Reading......Page 288
10 Postscript: There are three Is in geodemographics!......Page 289
References......Page 295
Index......Page 305