Assessment the Place Attractiveness for Habitants
13 Pages Posted: 28 Jun 2012
Date Written: June 2012
In this paper the author follows the approach of the European North-school place marketing, paying most attention to residents as a target segment and research questions, rather than promotion and advertising, which is a characteristic of the American school of place marketing. Such approach is not widely used in Russia.
In this paper we describe an algorithm of analyzing the data, following which allows the researcher to identify patterns in the perception of urban residents and build a sound logical strategy of developing the city/territory on them.
It should be noted that the detailed analysis of methods used to study marketing characteristics of territory was made both on theoretical and application levels by the author. As a result comparative analysis of research methods and research questions proposed by the author is highly valuable for the further implementation of applied research.
Testing of the proposed methods of data analysis for the purposes of place marketing was carried out on the survey data conducted in the cities of Karelia. The author has received interesting results from the application prospective which can then become the basis for the area development strategy. Segmentation of the population based on their preferences is the epitome of marketing approach to analyzing the data of sociological surveys.
Keywords: Place Marketing, Residents, Habitants, Place Attractiveness, Segmented Strategy, Factor Analysis, Cluster Analysis, Classification Tree
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