Answer each of the questions below (choose one topic in item 10), in fairly short answers (complete sentences are not required, but clarity and legibility are required). The space allotted on these pages should suffice. Your score (out of the 60 points here) will divided by 3 to yield your points (out of 20) toward the quarter's total of 100. You have 80 minutes.
 
 

1. [8 points] In the first chapter of Getting Started with GIS, Keith Clarke distinguished four kinds of definitions of GIS. Provide list and define each of them (exact wording is not important).

 2. [8 points] Distinguish raster from vector spatial data structures (giving a definition of each). What are the strengths and weaknesses of each? What sort of economic-geographic purpose might be better suited to each type of data structure? How does ArcView deal with each?

 3. [8 points] Define:

compute in states population density = population / area

<50 records in result>

restrict in states where population_density > 1000

<20 records selected in result>

recode population_density = 3

<20 values recoded in result>

join result with states replace

<20 records changed in state>

restrict in states where population_density > 100

<12 records in result>

recode population_density = 2

<12 values changed in result>

join result with states replace

<12 records changed>

compute in states where population_density != 3 or 2 population_density = 1

<18 records changed>
 
 

5. [5 points] If I tell you that matrix C¹ below is a connectivity matrix of direct linkages, then what do the row headings represent? What do the column headings represent? What do the cell entries indicate? What would one have to do to obtain the C²matrix below? What do the cell entries in the C² matrix indicate?

C¹
 

	A	B	C	D	E	F
A	0	1	0	0	0	0
B	1	0	1	0	0	0
C	0	1	0	1	1	0
D	0	0	1	0	0	0
E	0	0	1	0	0	1
F	0	0	0	0	1	0

 

C²
 

	A	B	C	D	E	F
A	1	0	1	0	0	0
B	0	2	0	1	1	0
C	1	0	3	0	0	1
D	0	1	0	1	1	0
E	0	1	0	1	2	0
F	0	0	1	0	0	1

 

6. [3 points] Briefly describe the logic that a GIS might use to identify and measure the shortest route between two points on a defined network (i.e., when the routes must be within the network — we can’t just flap our wings and fly straight from one point to the other). You can use the logic presented in class (from the Taaffe, Gauthier, and O’Kelly book) or the logic presented in the Chou reading. (No need for great detail and graphics; just the basic logic).
 
 

7. [10 points] List the five components of a marketing strategy, providing some idea of the key decisions within each component.
 
 

8. [4 points] Distinguish "mass," "direct," "targeted," and "database" marketing. Be brief: parallel phrases for each will suffice.
 
 

9. [2 points] In the first lab case, why did you analyze the frequency of SIC codes in your customer database? What other information (which your current database may or may not have) might be useful for this purpose?
 
 

10. [9 points] Answer one of the following two question sets:

A. Early in the quarter, we reviewed five economic applications of GIS (this was in a presentation that Prof. Harrington developed from an article by Brian Mennecke). Name three of these applications, and for each briefly describe: how GIS might be useful in each; what kinds of data are necessary for GIS to be used; limitations of current GIS tools for that application; and a brief (sentence or two) example.

B. Suggest two reasons why a producer (of a good or a service) might want to target its marketing strategy. How might a producer use geographic characteristics of supply to select a target market? In what non-geographic way might a producer use supply characteristics to select a target market? How might a producer use geographic characteristics of demand to select a target market? What’s one non-geographic approach to using demand characteristics to select a target market?

C. Nora Sherwood ('Business geographics' -- a US perspective. Chapter 11 in GIS for Business and Service Planning, ed. by Paul Longley and Graham Clarke, 1994: page 255) summarized four conclusions (as of 1993) regarding relationships between university geography and potential business applications of GIS. Note these, and give your reaction in terms of:

• your personal experiences,
• your likely responses (how will you try to bridge the gap?), and
• your suggestions of institutional responses (what organizations might do, what policies might change) — what relationship do you think there should be?