Measuring- ascertain the size, amount, or degree of (something)

Basic measurement; distance, length & area

Objective- to promote a new store to encourage repeat patronage

Method

1. Identify postal addresses all of the households within a 1 km radius
2. Overlay geodemographic profiles in order to tailor coupon offerings to the differing consumption patterns (from lifestyles data)

Scientific foundation

• Distance decay and Tobler's First Law
• An assumption that the differences in the observed social and economic characteristics of residents between neighborhoods are greater than differences observed within them
• Has the potential to invoke ecological fallacy - individual resident in an area is assigned the characteristics of the area
• Text discusses ethical and scientific implications

Principle- Linear distance versus other kinds of distance (network, psychological)

Technique- Assigning postcode coordinates to catchment area requires point in polygon analysis

Analysis- Need to include analysis of spatial interaction between this and other stores

Generic question

• While it is the mix of individuals with particular characteristics that largely determines the likely store turnover of a particular location, this example illustrates the kinds of simplifying assumptions that we may choose to make using the best available data in order to represent consumer characteristics and store attributes
• Even blunt-edged tools can increase the effectiveness of operational and strategic R&D activities many-fold

Management & policy

• Increasing role of middle level managers as mainstream managers alongside accountants, lawyers, and general business managers
• Key roles in organizational activity such as marketing, store revenue predictions, new product launch, improving retail networks, and the assimilation of pre-existing components into combined store networks following mergers and acquisitions

Look for an article on use of GIS in animal migration. Submit a summary based on the following issues

• Objective
• Method
• Scientific foundation
• Principle
• Technique
• Analysis
• Generic question
• Management & policy

Queries about this Session, please send them to: jmwaura@jkuat.ac.ke

*References*

• Geographic Information System Basics, 2012 J.E.Campbell & M. Shin
• Fundamentals of GIS, 2017 Girmay Kindaya
• GIS Applications for Water, Wastewater, and Stormwater Systems, 2005 U.M. Shamsi
• Analytical and Computer Cartography, 2nd ed. Keith C. Claike
• Geographic Information Systems: The Microcomputer and Modern Cartography, 1st ed. Fraser Taylor