Market Area Analysis for Retail and Service Locations with MCI

Abstract

In retail location analysis, marketing research and spatial planning, the market areas of stores and/or locations are a frequent subject.Market area analyses consist of empirical observations and modeling via theoretical and/or econometric models such as the Huff Model or the Multiplicative Competitive Interaction Model.The authors' package MCI implements the steps of market area analysis into R with a focus on fitting the models and data preparation and processing.

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