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Chapter 41: Geodemographics
Nowadays, a large number of quantitative variables are available from the census of the National Statistical Administration and other demographic and psychographic data production organizations. This is, in general, high-quality data, accessible in several dis-aggregation degrees, and ready to use in a geographical information system. Geodemographic or geo-demographic methods result in data packages and software tools for creating aggregated forms of these demographic and psychographic data, defining neighbourhood clusters or area typologies characterized by summary indices of behaviour and﹨or needs, which are ready to use in marketing studies (Grimshaw, 1999).
In many marketing studies, as location and segmentation studies, demographic data is essential and so the existence of accurate, actionable information is a major concern (Blankenship et al., 1998). But, demographic data is difficult to ...