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This development has to be connected with the changing way of life, and will probably be amplified by the decrease of working time.

Introduction 1 Since a few decades, towns of industrialised countries grow by their outskirts. Therefore, an “as-much-as-possible” strategy was adopted, leading geomarkrting convenience samples.

Aumentar Original jpeg, 24k. Then, a procedure dedicated to the production of market maps, through spatial generalisation, will be exposed.

Geomarketing: Methods and Strategies in Spatial Marketing – Google Libros

Of course, this basic model can be desegregated according to the available census data, using indicators such as age, sex or profession.

The figure 1 sums up this procedure. Otras ediciones – Ver todo Geomarketing: Finally, the reputed reliability of data obtained this way, based on the apparent direct apprehension of an objective reality, can be misleading. Unfortunately, the information we have is quite poor. First, mobility behaviours highlighted this way are by definition limited to the geomarketiing observed during the survey, and can hardly be extrapolated to conditions beyond the observations.

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libros de geomarketing pdf editor

The number of people that could possibly take the service while going to the TGV station, for a given period and a given census unit, can indeed be estimated by the population of this unit multiplied by an average probability of adopting the service: A spatial generalisation procedure based on adaptive neighbourhoods was finally proposed, so as to produce market map from individual probabilities of adopting a given service.

Stated preferences surveys, which come from investigations led in the early seventies in the market research field [Green and al. A benchmarking procedure was then adopted, so as to compare the performance of these various models. The revealed preferences questionnaire was distributed systematically to each traveller, while the caused preferences one was addressed to the maximum number of people during the available time. Aumentar Original png, 2,5k.

Nevertheless, three main criticisms can be addressed to this seeming “objective” approach. Nevertheless, the viability of such an individual geomaarketing service implies an accurate knowledge of travel behaviours in a given area, for a given target population, and their connection with the underlying spatial patterns.


Aumentar Original png, 1,4k. Geomarketing based surveys, combining revealed and stated preferences, are a powerful way of acquiring such an accurate information.

Consumer Values Lifestyles and Geographic. A direct consequence of this evolution is that polarised flows towards towns and town centres are not as much representative as before of the spatial pattern of geomqrketing flows, as fringe flows take more and more importance.


It cannot remain on its traditional target, that is daily journeys to work during rush hours, within densely populated areas of towns. But this is the case only for a hundred people.

Retail Location m Geographic.

This relation is underlined using a Geomareting [Cleveland, ], enhanced by a bootstrap confidence band [Efron and Tibshirani, ]. From revealed preferences to caused ones….

Potential of Geo-Marketing-Tools for the development of advanced Online …

In a first step, revealed preferences were collected to the maximum number of people, using a self-filled questionnaire. They propose then to replace the linear regression fits by far more flexible non-parametric fits, in the spirit of the generalised additive model [Buja, Hastie and Tibshirani, ]. First, the survey strategy retained will be presented.

We can hardly be satisfied with the simple description of a behaviour by its author, given the extreme variability of individual perceptions at work, especially in the spatial and temporal dimensions. In particular, the main problem of the spatial generalisation of this individual information remains often unsolved. As Torrens and Alberti, state: Aumentar Original png, 3,2k.