The Utility to Market Research of the Classification of Residential Neighbourhoods
Ken Baker, John Bermingham and Colin McDonald Then British Market Research Bureau Ltd
Foreword
PROCEEDINGS OF THE MARKET RESEARCH SOCIETY CONFERENCE
Introduction
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...