haku: @author Leventhal, B. / yhteensä: 3
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| Tekijä: | Sleight, P. Leventhal, B. |
| Otsikko: | Applications of geodemographics to research and marketing. |
| Lehti: | Journal of the Market Research Society
1989 : JAN, VOL. 31:1, p. 75-101 |
| Asiasana: | MARKET RESEARCH DEMOGRAPHY CASE STUDIES COMPUTER SYSTEMS APPLICATIONS DEVELOPMENT |
| Kieli: | eng |
| Tiivistelmä: | The role of geodemographics in market research is discussed. Developments in market research are outlined. The linking process between respondents and their geodemographics is examined. The standard methodology is described. Problems associated with accuracy are highlighted. Possible solutions are discussed. Applications to sampling are analysed. Case studies are illustrating the methodology. The interpretation and evaluation of geodemographic analyses are considered. Ways in which research data can be applied to the marketing of products and services are listed and examined. Reasons behind the growing importance of geodemographics in marketing are highlighted. Future prospects are outlined. |
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