The general aim of this research is to investigate approaches to: improve small area market demand (i.e. SAMD) prediction accuracy for the purchase of automobiles at the level of each Census Collection District (i.e. CCD); and enhance understanding of meso-level marketing phenomena (i.e. geographically aggregated phenomena) relating to SAMD. Given the importance of SAMD prediction, and the limitations posed by current methods, four research questions are addressed: What are the key challenges in meso-level SAMD prediction? What variables affect SAMD prediction? What techniques can be used to improve SAMD prediction? What is the value of integrating these techniques to improve SAMD prediction? To answer these questions, possible solutions from two broad areas are examined: spatial analysis and data mining. The research is divided into two main studies. In the first study, a seven-step modelling process is developed for SAMD prediction. Several sets of models are analysed to examine the modelling techniques effectiveness in improving the accuracy of SAMD prediction. The second study involves two cases to: 1) explore the integration of these techniques and their advantages in SAMD prediction; and 2) gain insights into spatial marketing issues. The case study of Peugeot in the Sydney metropolitan area shows that urbanisation and geo-marketing factors can have a more important role in SAMD prediction than socio-demographic factors. Furthermore, results show that modelling spatial effects is the most important aspect of this prediction exercise. The value of the integration of techniques is in compensating for the weaknesses of conventional techniques, and in providing complementary and supplementary information for meso-level marketing analyses. Substantively, significant spatial variation and continuous patterns are found with the influence of key studied variables. The substantive implications of these findings have a bearing on both academic and managerial understanding. Also, the innovative methods (e.g. the SAMD modelling process and the model cube based technique comparison) developed from this research make significant contributions to marketing research methodology.
| Identifer | oai:union.ndltd.org:ADTP/257848 |
| Date | January 2008 |
| Creators | Lu, Hongwei, Marketing, Australian School of Business, UNSW |
| Publisher | Publisher:University of New South Wales. Marketing |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | http://unsworks.unsw.edu.au/copyright, http://unsworks.unsw.edu.au/copyright |
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