کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
6458517 1421039 2017 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Bluetooth tracking of humans in an indoor environment: An application to shopping mall visits
ترجمه فارسی عنوان
ردیابی بلوتوث انسان در یک محیط داخلی: یک برنامه کاربردی برای بازدید از مراکز خرید
کلمات کلیدی
ردیابی بلوتوث، بازار یابی، داخل سالن، آزمایشی تجزیه و تحلیل اسپکتیو-زمان،
موضوعات مرتبط
علوم زیستی و بیوفناوری علوم کشاورزی و بیولوژیک جنگلداری
چکیده انگلیسی


- We demonstrate the applicability of Bluetooth tracking in an indoor setting.
- The method proves to be valuable in a marketing context.
- A real-life test with 56 Bluetooth scanners was established in a shopping mall.
- High data quality is achieved, while preserving low cost of data collection.

Intelligence about the spatio-temporal behaviour of individuals is valuable in many settings. Generating tracking data is a necessity for this analysis and requires an appropriate methodology. In this study, the applicability of Bluetooth tracking in an indoor setting is investigated. A wide variety of applications can benefit from indoor Bluetooth tracking. This paper examines the value of the method in a marketing application. A Belgian shopping mall served as a real-life test setting for the methodology. A total of 56 Bluetooth scanners registered 18.943 unique MAC addresses during a 19-day period. The results indicate that Bluetooth tracking is a sound approach for capturing tracking data, which can be used to map and analyse the spatio-temporal behaviour of individuals. The methodology also provides a more efficient and more accurate way of obtaining a variety of relevant metrics in the field of consumer behaviour research. Bluetooth tracking can be implemented as a new and cost effective practice for marketing research, that provides fast and accurate results and insights. We conclude that Bluetooth tracking is a viable approach, but that certain technological and practical aspects need to be considered when applying Bluetooth tracking in new cases.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Applied Geography - Volume 78, January 2017, Pages 55-65
نویسندگان
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