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Modelling Intuition in Retail Site Assessment (MIRSA): A qualitative approach to decision-support using retailers’ judgements to identify analogue stores

Lookup NU author(s): Professor Ian Clarke

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Abstract

Analogues are used by retailers as a forecasting method and as performance benchmarks for new sites. This paper outlines an innovative analogue method that uses the ‘intuitive’ field-level judgements of retail directors obtained through cognitive mapping to classify sites according to their similarity to store analogues. The paper also discusses the problems of existing methods of site assessment relating to their tendency to underplay managerial judgements; outlines an innovative qualitative clustering method that mirrors decision-makers' knowledge to identify analogues by their degree of similarity to a new site; and assesses its value with reference to user responses in a live ‘real-time’ decision situation.

Publication metadata

Author(s): Clarke I, Mackaness W, Ball B

Publication type: Article

Publication status: Published

Journal: International Review of Retail, Distribution & Consumer Research

Year: 2003

Volume: 13

Issue: 2

Pages: 175-193

Print publication date: 04/06/2010

ISSN (print): 0959-3969

ISSN (electronic): 1466-4402

Publisher: Routledge

URL: http://dx.doi.org/10.1080/0959396032000069577

DOI: 10.1080/0959396032000069577

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