- Summary
- Contents
- Subject index
A must-have reference resource for qualitative management researchers, this dictionary contains over 90 entries covering the fundamentals of qualitative methodologies; covering both analysis and implementation. Each entry gives an introduction to the topic, lists the key relevant features, gives a worked example, a concise summary and a selection of further reading suggestions. It is suitable for researchers and academics who need a handy and quick point of reference.
Geographical Information Systems
Geographical Information Systems
Introduction
Geographical information systems (GIS) are software packages based on a crossing of digitalized cartography and relational databases. Many marketing applications face complex decision processes that involve a great variety and volume of information, in addition to an important subjective component. In such cases, spatial analysis and visualization methods, as provided by GIS technologies, are extremely useful.
Key Features
A GIS is a system that is able to efficiently capture, store, check, update, manipulate, analyse and display all forms of geographically referenced (or georeferenced) information. It combines layers of information about a location to give the user a better understanding of that location (Grimshaw, 1999). Traditionally, GIS have been used to help solve problems in the environment domain. However, marketing decisions and their outcomes ...
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