GEO 221 Location Analysis

Assignment 1: 25% of final mark

Department standard 20% late penalty per day.

Part 1: Creating a Database

The first step in creating a database is to assess your data needs.  Since this is to be an address database suitable for geocoding, the address must be structured according to the requirements of the GIS software.  You need to have several columns (called fields in a digital database) for each separate record (i.e., row of information about each store).  

First step will be to create a database of stores.  You will select a retailer of your choice and create a database that will contain the name of the store location (determined by location), the corporate banner name and the address information in several separate fields.  Be sure to enter the address twice, once unparsed and then in each of its component parts.  All of these fields must have a field name in the first row with no more than 8 letters and no spaces so it can be correctly geocoded.  

Please be sure that the retail chain you collect has more than 10 stores within the Greater Toronto Area (GTA).  

Your map must show all the locations for that chain in the GTA. Please do not collect any locations outside this region.

Your map must show Every Location in the GTA for that chain.  If the chain you choose has 50 stores in the GTA, then your map must show 50 locations.  A map of Thiessen polygon boundaries to determine chain trade areas that is based on an incomplete set of stores is not useful at all.  

Do not make a map showing 10 random locations for a chain that has many more stores in the GTA.  Choose a chain that has fewer locations in the GTA if you want to make your life easier.  A list of chains and their store counts in the GTA is provided in an excel document on D2L with this assignment.

Part 2: Geocoding

As you know, geocoding adds geographic coordinates to addresses in an attribute database by locating the addresses along a street and indicating the location using a point symbol.  Once the addresses in your database have been correctly geocoded, these points can be used to locate the stores.

Part 3: Create Market Area Polygons

Once your locations are geographically referenced on your map you will need to create theissen polygons in order to determine the market areas for these locations. Since all outlets in a chain sell more or less similar products within more or less similar stores, the basic idea is that if things are more or less equal, people will tend to shop at the nearest outlet.  

Part 4: Discussion

Discuss the assumptions of the Thiessen polygon method for determining chain store trade areas and provide examples of how they are applied in the map that you have submitted.  Likewise discuss the pros and cons of the method and how they can be seen in the map you have submitted.

Explain how and why the data shown on your map might suggest potential new store locations to be added to your map. Use the road network file provided in Lab 1 to determine possible location strategies followed by the chain you chose and suggest one potential location for a new store based on the discussion of the potential locations your map suggests.

Submission:  Submit a report (approximately 1000-1500 words) as a word document or .pdf with your map embedded in the document on D2L under Assignment 1