Marketing researchers have become increasingly interested in spatial datasets. A main challenge of analyzing spatial data is that researchers must a priori choose the size and make-up of the areal units, hence the resolution of the analysis. Analyzing the data at a resolution that is too high...

In order to optimize their shopper marketing strategies, retailers and manufacturers are interested in understanding in-store drivers of unplanned spending. In particular, they are interested in understanding shopping behavior at the point of purchase, termed the “first moment of truth”...