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Putting the geography into geodemographics: Using multilevel modelling to improve neighbourhood targeting – a case study of Asian pupils in London

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  • Richard Harris

    (University of Bristol)

  • Yingyu Feng

    (University of Bristol)

Abstract

This paper explores the use of multilevel modelling to provide a statistical framework for geodemographic analysis. It argues that combining a neighbourhood classification with a modelling approach allows the levels of the geodemographic hierarchy to be considered simultaneously, identifying those that are most appropriate to the analysis and allowing the apparent differences between neighbourhood types to be considered in regard to their statistical significance, and to the uncertainty of the estimates. The paper shows how the model can be extended to create a cross-classified multiscale model that makes better use of the locational information available to improve the efficiency of the neighbourhood targeting. The ideas are illustrated with a case study using a sample of data and the freely available London Output Area Classification to predict which neighbourhoods in London have the highest percentages of Asian school pupils. The multiscale model is shown to outperform the predictions made using geodemographics alone.

Suggested Citation

  • Richard Harris & Yingyu Feng, 2016. "Putting the geography into geodemographics: Using multilevel modelling to improve neighbourhood targeting – a case study of Asian pupils in London," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(2), pages 93-107, July.
    • Handle: RePEc:pal:jmarka:v:4:y:2016:i:2:d:10.1057_s41270-016-0003-1
    DOI: 10.1057/s41270-016-0003-1
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    References listed on IDEAS

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    1. Richard Harris & Ron Johnston & Simon Burgess, 2007. "Neighborhoods, Ethnicity and School Choice: Developing a Statistical Framework for Geodemographic Analysis," Population Research and Policy Review, Springer;Southern Demographic Association (SDA), vol. 26(5), pages 553-579, December.
    2. Dan Vickers & Phil Rees, 2007. "Creating the UK National Statistics 2001 output area classification," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 170(2), pages 379-403, March.
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    Cited by:

    1. Lekkas, Peter & Howard, Natasha J & Stankov, Ivana & daniel, mark & Paquet, Catherine, 2019. "A Longitudinal Typology of Neighbourhood-level Social Fragmentation: A Finite Mixture Model Approach," SocArXiv 56x9c, Center for Open Science.

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