{"product_id":"geodemographics-gis-and-neighbourhood-targeting-isbn-9780470864142","title":"Geodemographics, GIS and Neighbourhood Targeting","description":"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.  \u003cp\u003e\u003ci\u003eGeodemographics: neighbourhood targeting and GIS\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eAuthored by leading marketing professionals and a prominent academic, this book presents methods, theory and classification techniques in a reader-friendly manner\u003c\/li\u003e \u003cli\u003eSupported by private and public sector case studies and vignettes\u003c\/li\u003e \u003cli\u003eThe applied ‘how to’ sections will specifically appeal to the intended audience at work in business and service planning\u003c\/li\u003e \u003cli\u003eIncludes information on the recent UK and US Census products and resulting neighbourhood classifications\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eList of Case Study Contributors xi\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Introducing Geodemographics 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 1\u003c\/p\u003e \u003cp\u003eIntroduction 2\u003c\/p\u003e \u003cp\u003e1.1 The use of geodemographics 3\u003c\/p\u003e \u003cp\u003e1.2 A simple application: opening a coffee shop in Atlantic City 5\u003c\/p\u003e \u003cp\u003e1.3 Another application: guiding neighbourhood regeneration funding 10\u003c\/p\u003e \u003cp\u003e1.4 Using geodemographics for retail targeting 12\u003c\/p\u003e \u003cp\u003e1.5 How it works: a short theory of geodemographics 14\u003c\/p\u003e \u003cp\u003eCase study: modelling price sensitivity and geodemographic categories in the restaurant market 19\u003c\/p\u003e \u003cp\u003eCase study: using geodemographics in the public sector 21\u003c\/p\u003e \u003cp\u003e1.6 Where next? An overview of the following chapters 24\u003c\/p\u003e \u003cp\u003e1.7 Conclusion 26\u003c\/p\u003e \u003cp\u003eSummary 26\u003c\/p\u003e \u003cp\u003eFurther Reading 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 London to Chicago and Back Again! The Origins of Geodemographics 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 29\u003c\/p\u003e \u003cp\u003eIntroduction 30\u003c\/p\u003e \u003cp\u003e2.1 The life and labours of an early neighbourhood analyst 30\u003c\/p\u003e \u003cp\u003e2.2 From London to Chicago and beyond! 37\u003c\/p\u003e \u003cp\u003e2.3 A note on measuring deprivation 42\u003c\/p\u003e \u003cp\u003eCase study: Charles Booth – yesterday once more? 45\u003c\/p\u003e \u003cp\u003e2.4 Conclusion 49\u003c\/p\u003e \u003cp\u003eSummary 50\u003c\/p\u003e \u003cp\u003eFurther Reading 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Evolution of Geodemographics and the Market Today 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 53\u003c\/p\u003e \u003cp\u003eIntroduction 54\u003c\/p\u003e \u003cp\u003e3.1 From census to commerce 55\u003c\/p\u003e \u003cp\u003e3.2 Geodemographics today 61\u003c\/p\u003e \u003cp\u003eCase study: the US market for geodemographics 67\u003c\/p\u003e \u003cp\u003e3.3 The role of market research linkages 70\u003c\/p\u003e \u003cp\u003e3.4 Use of non-census data 70\u003c\/p\u003e \u003cp\u003e3.5 Conclusion 73\u003c\/p\u003e \u003cp\u003eSummary 75\u003c\/p\u003e \u003cp\u003eFurther Reading 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Geodemographics and GIS 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 77\u003c\/p\u003e \u003cp\u003eIntroduction 78\u003c\/p\u003e \u003cp\u003e4.1 Principles of GIS 79\u003c\/p\u003e \u003cp\u003e4.2 Mapping geodemographic information with GIS 88\u003c\/p\u003e \u003cp\u003e4.3 An interesting pattern? 92\u003c\/p\u003e \u003cp\u003e4.4 Confounded by choropleths! 95\u003c\/p\u003e \u003cp\u003eCase study: Using GIS for neighbourhood analysis and targeting – a commercial perspective 99\u003c\/p\u003e \u003cp\u003e4.5 Spatial interaction models 103\u003c\/p\u003e \u003cp\u003e4.6 Conclusion 106\u003c\/p\u003e \u003cp\u003eSummary 107\u003c\/p\u003e \u003cp\u003eFurther Reading 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Geodemographic Information Systems and Analysis 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 109\u003c\/p\u003e \u003cp\u003eIntroduction 110\u003c\/p\u003e \u003cp\u003e5.1 Data collection and input 111\u003c\/p\u003e \u003cp\u003e5.2 Data analysis 115\u003c\/p\u003e \u003cp\u003e5.3 Data visualization and output 137\u003c\/p\u003e \u003cp\u003eCase study: Different neighbourhoods, different policing styles 141\u003c\/p\u003e \u003cp\u003e5.4 Conclusion 143\u003c\/p\u003e \u003cp\u003eSummary 144\u003c\/p\u003e \u003cp\u003eFurther Reading 145\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 How Geodemographic Classifications are Built 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 147\u003c\/p\u003e \u003cp\u003eIntroduction 148\u003c\/p\u003e \u003cp\u003e6.1 Data input – sources of data for neighbourhood classification 148\u003c\/p\u003e \u003cp\u003e6.2 Preparing the data for classification 150\u003c\/p\u003e \u003cp\u003e6.3 Evaluation of input variables 152\u003c\/p\u003e \u003cp\u003e6.4 Selecting weights 159\u003c\/p\u003e \u003cp\u003e6.5 Clustering 160\u003c\/p\u003e \u003cp\u003e6.6 Optimization process and manual intervention 166\u003c\/p\u003e \u003cp\u003e6.7 Forming a cluster hierarchy 168\u003c\/p\u003e \u003cp\u003e6.8 Labels, portraits and visualization tools 171\u003c\/p\u003e \u003cp\u003e6.9 A worked example of clustering 173\u003c\/p\u003e \u003cp\u003e6.10 Conclusion 181\u003c\/p\u003e \u003cp\u003eSummary 182\u003c\/p\u003e \u003cp\u003eFurther Reading 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Geodemographics Around the World 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 185\u003c\/p\u003e \u003cp\u003eIntroduction 186\u003c\/p\u003e \u003cp\u003e7.1 The internationalization of geodemographics 187\u003c\/p\u003e \u003cp\u003eCase study: a brief comparison of selected censuses from across the world 189\u003c\/p\u003e \u003cp\u003e7.2 Census data sources – some differences in what is asked and where 193\u003c\/p\u003e \u003cp\u003e7.3 Differences in the availability of non-census data sources 195\u003c\/p\u003e \u003cp\u003e7.4 Variations in the detail of the postal delivery system 196\u003c\/p\u003e \u003cp\u003e7.5 Geographies of neighbourhood worldwide 196\u003c\/p\u003e \u003cp\u003e7.6 Conclusion 204\u003c\/p\u003e \u003cp\u003eSummary 205\u003c\/p\u003e \u003cp\u003eFurther Reading 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 ‘But Does It Work?’ Geodemographics in the Dock 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 207\u003c\/p\u003e \u003cp\u003eIntroduction 208\u003c\/p\u003e \u003cp\u003e8.1 The case for the prosecution 209\u003c\/p\u003e \u003cp\u003e8.2 The case for the defence 225\u003c\/p\u003e \u003cp\u003e‘Witness’ 1: Example of the Nottingham Youth Justice Board 228\u003c\/p\u003e \u003cp\u003e‘Witness’ 2: Example of Shotton Paper Company plc 230\u003c\/p\u003e \u003cp\u003e‘Witness’ 3: Example of The University of Central Lancashire 231\u003c\/p\u003e \u003cp\u003e‘Witness’ 4: Example of Camelot Group plc 233\u003c\/p\u003e \u003cp\u003eValidating geodemographics – the Luton case study 236\u003c\/p\u003e \u003cp\u003e8.3 Conclusion 239\u003c\/p\u003e \u003cp\u003eSummary 240\u003c\/p\u003e \u003cp\u003eFurther Reading 241\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 New Data, New Approaches: from Geodemographics to Geolifestyles 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 243\u003c\/p\u003e \u003cp\u003eIntroduction 244\u003c\/p\u003e \u003cp\u003eCase study: Lifestyles analysis and new approaches 246\u003c\/p\u003e \u003cp\u003e9.1 Using GIS to map lifestyle data 249\u003c\/p\u003e \u003cp\u003e9.2 Looking for ‘hot spots’ 257\u003c\/p\u003e \u003cp\u003e9.3 From revelation to explanation 261\u003c\/p\u003e \u003cp\u003e9.4 Data-handling issues 263\u003c\/p\u003e \u003cp\u003e9.5 Conclusion 271\u003c\/p\u003e \u003cp\u003eSummary 271\u003c\/p\u003e \u003cp\u003eFurther Reading 272\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Postscript: There are three Is in geodemographics! 273\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReferences 279\u003c\/p\u003e \u003cp\u003eIndex 289\u003c\/p\u003e  \u003cp\u003e\"... a book that is unique both in its approach and it s content ... a valuable contribution to this area of research....\" (\u003cem\u003eGIS Professional,\u003c\/em\u003e March 2006)  \u003cb\u003eRichard Harris\u003c\/b\u003e, University of Bristol, UK. \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePeter Sleight\u003c\/b\u003e, Target Market Consultancy, UK.\u003c\/p\u003e  Geodemographics is the analysis of people by where they live, using profiling, mapping and GIS software to display and analyse geodemographic information. It focuses on the complex geographies of consumption, behaviour, attitude, affluence and deprivation that shape our socio-economic landscape. With an extensive range of applications, geodemographic methods are widely used to aid marketing, customer targeting, service delivery and strategic decision-making in both the public and private sectors.  \u003cp\u003e\u003ci\u003eGeodemographics, GIS and Neighbourhood Targeting\u003c\/i\u003e provides an introduction to the methods, theories and classification techniques that form the foundation of neighbourhood analysis and commercial geodemographic products. It examines best practice when using geodemographic methods, software and systems, to balance academic theories with the realities of the business world. Theory is presented in a user-friendly style and is supported by relevant contributed case studies and short vignettes. Applied 'how to' sections will appeal to those who work in business and service planning.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFeatures specially commissioned case studies written by expert users of geodemographics.\u003c\/li\u003e \u003cli\u003eFocuses on presenting and using neighbourhood classification in GIS.\u003c\/li\u003e \u003cli\u003eConsiders the relevance, strengths and limitations of the geodemographic idea for public and private sector decision-making.\u003c\/li\u003e \u003cli\u003eIncludes information of the recent UK and US Census products and resulting classifications.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePart of the \u003ci\u003eMastering GIS: Technology, Applications and Management\u003c\/i\u003e Series, this book will appeal to professionals working with geodemographics or neighbourhood data in marketing, retail planning, service delivery and the public sector. It will be an excellent introduction for upper-level undergraduate and Masters students taking geodemographics or related modules as part of degrees in GIS, Geography, Marketing or Business.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989280571621,"sku":"NP9780470864142","price":96.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470864142.jpg?v=1761783500","url":"https:\/\/k12savings.com\/es\/products\/geodemographics-gis-and-neighbourhood-targeting-isbn-9780470864142","provider":"K12savings","version":"1.0","type":"link"}