Geodemographic report using SPSS - Essay Example

Combining the dynamics of human population with the spatial and locational differences enabled researchers to comprehend the characteristics of population in different locations. Based on the demographic data, marketers target particular communities for various purposes ranging from marketing to politics. Essentially, geodemography is the comprehension of complicated socio-economic information by the use of structured statistical methods (Brimicombe, 2007). SPSS is one of the most commonly employed computer programme to analyze statistics and its manual of this programme stands as one of the most high-ranking books in sociology.

Some of the other functions performed by this programme include deploying surveys, extracting data, analysis of text and collaboration and usage. SPSS is a relatively user-friendly programme that is in practical use to undertake research. It facilitates mining information from questionnaires and converting it into totals and percentages. In addition, it allows statistical calculations to be performed that help in estimating the significance of results. 2. Aim of The Area Classification The objective of my classification is to identify areas within the local authority (Worthing in West Sussex) where it is most suitable to start a charity campaign by targeting wealthier areas.

This report contains the methodology, analysis and results of an independent appraisal and evaluation of the community in Worthing, West Sussex placed under wealth analysis. The goal of my classification and research was to identify different socio-economic and demographic areas within the local authority in Worthing, West Sussex. Based on this information, the community can then be segmented into different socio-economic strata. The charity campaigners can then easily differentiate between the wealthy and impoverished areas.

The chances of receiving donations will escalate by targeting the affluent segment of society as indicated by studies on the matter (Gertner, 2008). Alternatively, the accumulated funds can be invested for the welfare of the underprivileged section of the society. The specific aims of the research are: 1. To identify income disparities; 2. To find out the level of qualifications and education in the community; 3. To provide financial support to the unemployed and boost the number of people in employment; 4.

Increase the amount of volunteers in social care and promote a wider range of volunteer activities that people can undertake after adequate training and support; 5. To shift resources and change cultural norms away from wealth constituted in a few hands to a more equitable distribution of wealth. 3. Methodology and Practical Work In order to carry out a statistical analysis of the population segments in the target area, the statistics were gathered from the 2001 Aggregate Statistics Datasets.

These data sets also had digital boundary data included with them in order to facilitate geodemographic concerns. The statistics were obtained by specifying the applicable district, county, region and country which in this case was Worthing in West Sussex. The major statistics were chosen from the Key Statistics dataset tables and were moved using a query designed in Microsoft Excel. This was followed by extracting the digital boundary for the target area. Excel was then used to calculate the percentage