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Abstract
How GIS Enhances Survey Research: Examples from Marketing Higher EducationTrack: Universities and Higher Education
Author(s): David Blough
Surveys are prized in market research because they provide primary data on potential customers and statistically valid findings. Yet GIS gets little use in survey research, perhaps because surveys rely on small statistical samples, posing challenges for data-hungry GIS applications. Nevertheless, GIS can add value to several stages of survey research, including research design, data analysis, and reporting. We'll illustrate how, with several examples from surveys of the market for higher education. Examples will be general enough to apply to other contexts and will be insightful both for clients and practitioners of survey research.
David Blough
University of Wisconsin System Administration
780 Regent St., Suite 137
P. O. Box 8010
Madison, WI 53708-8010
USA
Phone: 608-265-9796
Fax: 608-263-4400
E-mail: dblough@uwsa.edu