¿Cómo afecta la unidad espacial a la visualización y modelado del área de mercado con sistemas de información geográfica? Implicaciones para el geomarketing
DOI:
https://doi.org/10.3989/egeogr.2004.i257.169Keywords:
geomarketing, market area, cartographic visualization, predicting models, modifiable spatial unit, geographic information systemsAbstract
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.
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