The Utility to Market Research of the Classification of Residential Neighbourhoods
Ken Baker, John Bermingham
Then British Market Research Bureau Ltd
PROCEEDINGS OF THE MARKET RESEARCH SOCIETY CONFERENCE
The purpose of this paper is to demonstrate the enormous potential of the Classification of residential neighbourhoods in the marketing advertising and market research sectors of British commerce. For the advertiser and marketing man, we believe that any area-based characteristic which really discriminates in product purchasing has important implications, and hope to show its value as a discriminator. For the market researcher, a new technique will improve sample and hence survey design and also provide a new multidimensional technique of analysis with clear lifestyle connotations. The paper thus intends to explore its use in each of the areas outlined above.