文章基本信息

标题：¿Cómo afecta la unidad espacial a la visualización y modelado del área de mercado con sistemas de información geográfica? Implicaciones para el geomarketing
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作者：Antonio Moreno Jiménez ; María Eugenia Prieto Flores
期刊名称：Estudios Geográficos
印刷版ISSN：0014-1496
电子版ISSN：1988-8546
出版年度：2004
卷号：65
期号：257
页码：617-636
DOI：10.3989/egeogr.2004.i257.169
语种：Spanish
出版社：Consejo Superior de Investigaciones Científicas
摘要：In geomarketing, mapping and modelling market areas, using GIS and statistical techniques, are common tasks when approaching spatial decision problems by retail and service firms. To this end, concepts and data concerning to demand (e.g. penetration rate, market share, sales per customer, etc.), referred to spatial units, are used. Based on previous evidence on the so-called modifiable spatial unit problem, in this paper it is explored how the cartographic representation and modelling of market area are affected when different spatial units are used. The conclusions allow to apprehend the scope of such effects, provide suggestions for a more thoughtful choice of spatial units when GIS are applied, and, lastly, help to improve decision making on new store location through the analog approach.
关键词：geomarketing;market area;cartographic visualization;predicting models;modifiable spatial unit;geographic information systems;geomarketing;área de mercado;visualización cartográfica;modelos predictivos;unidad espacial modificable;sistemas de información geográfica