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Books > Earth & environment > Geography > Human geography
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The Predictive Postcode - The Geodemographic Classification of British Society (Paperback)
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The Predictive Postcode - The Geodemographic Classification of British Society (Paperback)
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It is not lost on commercial organisations that where we live
colours how we view ourselves and others. That is why so many now
place us into social groups on the basis of the type of postcode in
which we live. Social scientists call this practice "commercial
sociology". Richard Webber originated Acorn and Mosaic, the two
most successful geodemographic classifications. Roger Burrows is a
critical interdisciplinary social scientist. Together they chart
the origins of this practice and explain the challenges it poses to
long-established social scientific beliefs such as: the role of the
questionnaire in an era of "big data" the primacy of theory the
relationship between qualitative and quantitative modes of
understanding the relevance of visual clues to lay understanding.
To help readers evaluate the validity of this form of
classification, the book assesses how well geodemographic
categories track the emergence of new types of residential
neighbourhood and subject a number of key contemporary issues to
geodemographic modes of analysis.
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