The Predictive Postcode The Geodemographic Classification of British Society
The Predictive Postcode: The Geodemographic Classification of British Society by Richard Webber is published by SAGE Publications on April 12, 2018. This edition spans 328 pages and is presented in English. The book explores how commercial organizations categorize individuals into social groups based on their postcode, a practice referred to as “commercial sociology.” It delves into the origins of this classification system, highlighting its implications for traditional social scientific beliefs.
Readers will find an examination of the challenges posed by geodemographic classifications, including the impact of big data on research methodologies and the interplay between qualitative and quantitative analysis. The book also evaluates the effectiveness of these classifications in reflecting the emergence of new residential neighborhoods and addresses contemporary issues through a geodemographic lens. This comprehensive analysis provides insights into the evolving landscape of social science and human geography.
Official synopsis 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.
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