2019/20 Taught Postgraduate Module Catalogue
GEOG5255M Geodemographics and Neighbourhood Analysis
15 creditsClass Size: 120
Module manager: Dr Paul Norman
Taught: Semester 2 View Timetable
Year running 2019/20
|GEOG5032M||GIS Data Visualisation & Analysis|
|GEOG5042M||Geographic Data Visualisation & Analysis|
This module is mutually exclusive with
|GEOG5191M||Geodemographics and Database Marketing (WUN)|
|GEOG5241M||Applied Population and Demographic Analysis (WUN)|
Module replacesGEOG5240M Applied Population and Demographic Analysis
This module is not approved as an Elective
ObjectivesThis module equips students to analyse and use area (neighbourhood) characteristics to underpin decision making (local planning, policy evaluation, marketing etc). A range of measures are introduced and applied at the small-area level (urban/health research), urban-rural classifications (environmental, planning and social science applications) and geodemographics (business and marketing). Students will consider:
1. Sources of census, admin and commercial data for measuring area characteristics
2. How to devise small-area indicators (from a theoretical and applied perspective)
3. How to use these indicators (in application areas relevant to their programme of study)
The module is taught using hands-on supported practical activities and accompanying lectures and private study.
On completion of this module, students will be able to:
1. Identify and critique appropriate census, administrative, survey and commercial data sources for measuring area characteristics.
2. Apply data reduction techniques to generate indicators of area type and appreciate their applications.
3. Construct, test, evaluate and apply geodemographic classifications at the area level, and relate these to lifestyles and purchasing behaviours.
4. Appreciate: ethical and confidentiality constraints when working with individual and small-area data; conceptual issues of scale including MAUP and ecological fallacy.
Typically this module will cover the following topic areas:
• Overview of data sources (census, admin, commercial, survey) and data reduction (multivariate to single indicator). Creation of measures of deprivation and their application in health research. Definitions of small area geographies, their pros and cons.
• Introduction to administrative data and large scale surveys, admin data as a tool for measuring neighbourhood characteristics. Principal component analysis. Urban-rural classification.
• Introduction to geodemographics, creating geodemographic classifications using k-means.
• Applications of geodemographics, individual level classifications, ‘future’ geodemographics and novel data sources.
• Individual records attached to area types; confidentiality risks. Assessing individual outcomes relative to area type.
|Delivery type||Number||Length hours||Student hours|
|Private study hours||130.00|
|Total Contact hours||20.00|
|Total hours (100hr per 10 credits)||150.00|
Private studyPrivate study includes directed and independent wider reading, independent practical work and researching/undertaking module assessments.
Opportunities for Formative FeedbackFormative feedback will be provided during workshop activities as a result of Q&A sessions during ‘lecture’ components and one-to-one support during hands-on practical work (supported by staff and postgraduate demonstrators).
Methods of assessment
|Assessment type||Notes||% of formal assessment|
|Report||Project report. 2,500 word equivalent||70.00|
|Written Work||Workbook. 1,500 word equivalent||30.00|
|Total percentage (Assessment Coursework)||100.00|
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Reading listThe reading list is available from the Library website
Last updated: 26/06/2018
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