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Return to top <br /> Defining Trade Areas using Geographic <br /> Data <br /> Trade area definition is inherently geographic.That is,a trade area defines where customers live <br /> and how far they are likely to travel to a particular business or business district.Thus, basic map <br /> data, such as distances, highways, and physical barriers, can be useful in defining trade areas. <br /> What's more, using Geographic Information System (GIS) software for trade area analysis offers <br /> a number of advantages over hand-generated mapping techniques. <br /> GIS software matches a variety of data to specific geographic locations and displays the results <br /> on maps rather than in tables or charts. GIS enables you to easily combine a variety of data from <br /> several different sources and formats to create maps that help illustrate important trends in the <br /> data. GIS also aids in the recognition of important market trends that would often go unnoticed <br /> without the ability to visualize the data on a map. <br /> While many users of this toolbox may not have their own desktop-based GIS software, advances <br /> in web-based applications are making these mapping techniques more accessible. Further,there <br /> are many consultants, city planners and marketing data providers who can offer technical or <br /> analytical assistance in using GIS software. <br /> Following are descriptions of five GIS techniques using basic geographic data: simple rings, <br /> data-driven rings, drive-time polygons,equal competition areas,and gravity modeling. Many <br /> of these techniques were drawn from documentation supporting ESRI's ArcGIS Business Analyst <br /> GIS software. <br /> 10 <br />