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The Predictive Postcode: The Geodemographic Classification of British Society
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The Predictive Postcode: The Geodemographic Classification of British Society Paperback - 2018

by Richard Webber; Roger Burrows

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From the publisher

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.

Details

  • Title The Predictive Postcode: The Geodemographic Classification of British Society
  • Author Richard Webber; Roger Burrows
  • Binding Paperback
  • Pages 328
  • Volumes 1
  • Language ENG
  • Publisher Sage Ltd
  • Publication date 2018-04-12
  • Features Bibliography, Index, Maps
  • ISBN 9781526402349 / 1526402343
  • Weight 1.5 lbs (0.68 kg)
  • Dimensions 9.4 x 6.6 x 0.7 in (23.88 x 16.76 x 1.78 cm)
  • Themes
    • Demographic Orientation: Urban
  • Category Sociology
  • Library of Congress subjects Human geography - Great Britain, Postal codes - Great Britain
  • Library of Congress Catalogue Number 2017954859

About the author

Richard Webber is the originator and developer of widely used commercial geodemographic classifications such as Acorn and Mosaic, and Visiting Professor at Newcastle University.

Roger Burrows is a critical interdisciplinary social scientist and Professor of Cities at Newcastle University.
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The Predictive Postcode: The Geodemographic Classification of British Society

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