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Target marketing : the geographical information systems approach

Soutar, Garron (2003-12)

Thesis (MA)--Stellenbosch University, 2003.


ENGLISH ABSTRACT: Geodemographics has been used extensively as a decision-support tool in both the business sector and the market survey environment in the United States, the United Kingdom and numerous other countries. This has however not been the case in South Africa, partly because of the expense involved in capturing current and complete customer information. As an alternative to capturing all the required customer information, geodemographics has frequently made use of government census data to supplement the organisation-specific data. However, even the census data has its shortcomings. This research has explored a method for building an organisation-specific database using a combination of government census data and organisation-specific data. The organisation-specific data was captured using a questionnaire that was targeted to a specific group of people. The information obtained from the questionnaire and which overlapped with specific census data variables was then used to update the relevant census variables. Cluster analysis was subsequently conducted on the census data in order to identify enumerator areas within the Western Province that had demographic and economic characteristics similar to those of the surveyed areas. Once the appropriate enumerator areas had been identified, the organisation-specific information from the survey was extrapolated to these new areas outside of the surveyed areas. The methodology used in this research provides a process that allows organisations to build a unique geodatabase by making use of the good qualities of both the census data and user-specific data. The resulting geodatabase is one that contains current and pertinent information while also providing complete spatial coverage.

AFRIKAANSE OPSOMMING: Geodemografie word op groot skaal gebruik as n hulpmiddel vir die ondersteuning van besluitneming in die sakesektor en die markopname-omgewing in die Verenigde State, die Verenigde Koninkryk en talle ander lande. Dit is egter nie in Suid-Afrika die geval nie, deels as gevolg van die onkoste verbonde aan vaslegging van die jongste en volledige kliente-inligting. As n altematief vir die vaslegging van al die vereiste kliente-inligting maak geodemografie dikwels gebruik van sensusdata om data eie aan n organisasie aan te vul. Selfs sensusdata het egter tekortkominge. Hierdie navorsing het n metode ondersoek vir die opbou van n databasis eie aan n organisasie deur gebruik te maak van n kombinasie van sensusdata en data eie aan n organisasie. Die data eie aan ri organisasie is vasgele deur gebruik te maak van ri vraelys vir n spesifieke teikengroep. Die inligting wat uit die vraelys verkry is en wat met die spesifieke sensusdataveranderlikes ooreengestem het, is toe gebruik om die relevante sensusveranderlikes by te werk. Skakelingsanalise is daama op die sensusdata uitgevoer ten einde opnemerareas in die Westelike Provinsie te identifiseer wat soortgelyke demografiese en ekonomiese kenmerke gehad het as die areas waarin die vraelysopname gemaak is. Nadat die geskikte opnemerareas gei'dentifiseer is, is die inligting eie aan die organisasie uit die opname geekstrapoleer na hierdie nuwe areas buite die areas waar die opname gemaak is. Die metodologie wat in hierdie navorsing gebruik is, verskaf n metodologie wat organisasies in staat stel om n unieke geodatabasis op te bou deur gebruik te maak van die goeie eienskappe van beide die sensusdata en die data eie aan die gebruiker. Die geodatabasis wat hieruit voortspruit, is een wat die jongste en verbandhoudende inligting bevat en volledige ruimtelike dekking bied.

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