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Using Spatially Explicit Marketing Data to Build Social Simulations

In: Empirical Agent-Based Modelling - Challenges and Solutions

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  • Andreas Ernst

    (University of Kassel, Center for Environmental Systems Research)

Abstract

To construct a population of artificial agents, modellers either can use available large-scale e.g. demographic orland-use data of built-up areas. Or they rely on detailed data on cognitive and behavioural variables e.g. gathered through a domain-specific survey to craftspecific behavioural agent rules.However, both scales cannot easilybe connected. This chapter describes a method of using data stemming from geo-marketing research to support this scaling-up process with lifestyles and their localisation that are used as an empirical bridge between the micro and the macro levels.

Suggested Citation

  • Andreas Ernst, 2014. "Using Spatially Explicit Marketing Data to Build Social Simulations," Springer Books, in: Alexander Smajgl & Olivier Barreteau (ed.), Empirical Agent-Based Modelling - Challenges and Solutions, edition 127, chapter 5, pages 85-103, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4614-6134-0_5
    DOI: 10.1007/978-1-4614-6134-0_5
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