2019/20 Taught Postgraduate Module Catalogue

GEOG5255M Geodemographics and Neighbourhood Analysis

15 creditsClass Size: 120

Module manager: Dr Paul Norman
Email: p.d.norman@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2019/20

Pre-requisites

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 replaces

GEOG5240M Applied Population and Demographic Analysis

This module is not approved as an Elective

Objectives

This 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.

Learning outcomes
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.

Syllabus

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.

Teaching methods

Delivery type	Number	Length hours	Student hours
Workshop	5	2.00	10.00
Lecture	5	2.00	10.00
Private study hours			130.00
Total Contact hours			20.00
Total hours (100hr per 10 credits)			150.00

Private study

Private study includes directed and independent wider reading, independent practical work and researching/undertaking module assessments.

Opportunities for Formative Feedback

Formative 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

Coursework

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 list

The reading list is available from the Library website

Last updated: 26/06/2018

Disclaimer

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