Geog3561_F23_Lab09_Instruction

Geography 3561/5561 Fall 23 Lab 09: Address Matching and Geocoding Lab 9: Address Matching and Geocoding Due on: Dec. 5th and 6th for Tuesday and Wednesday labs respectively. Available until December 7th-8th. GENERAL INFO Complete the lab exercises described below. When you have worked through the lab, answer the questions that appear at the end of this document. Save your completed homework questions as a new Word or PDF document, making sure to include the day of your lab section (T or W) , your last name, and “Lab09” in the file name (ex. “T_Song_Lab09”) and upload your final map. INTRODUCTION It is very common for many organizations to use GIS in decision making through tracking the addresses of their clients. Methods of address matching or geocoding are developed to turn street addresses into useful geographic information. In this lab, you will use GIS to locate existing East-Asian grocery stores in Minneapolis. You will then compare their locations with the demographic composition of different neighborhoods in Minneapolis. At last, you will make recommendations on a potential location for a new East-Asian grocery store. LEARNING OBJECTIVES For this location search, we have created a table of East-Asian grocery stores in Minneapolis from the local telephone directory, and downloaded the necessary TIGER files from the Census Bureau Web site. You will first geocode the addresses of the east Asian grocery stores in Minneapolis to see where they are located spatially, and then examine the locations of them in relation to the demographic composition of neighborhoods in Minneapolis, according to 2000 census tract data. After completing this lab, you should: 1. Be more comfortable working with socio-economic data and ArcGIS Pro. 2. Understand how to match addresses through geocoding. 3. Better understand query, join, visualization, and map production.

Geography 3561/5561 Fall 23 Lab 09: Address Matching and Geocoding EXERCISES I. Setup 1. First, set up some disk space for your work in this lab. If you have not already created a personal working folder (C:\Users\simp1234\Desktop\Lab09) on the desktop, do so now. Then, copy the lab data (available on Canvas) to your new working folder. Download and extract the Data for Lab 9 from the course Canvas page and extract it to your working folder. There should be two shapefiles, Minneapolis_streets.shp and Minneapolis_tracts.shp , and two tabular files, race.dbf and stores.txt . 2. Open ArcGIS Pro and start a new map project. Remember to follow course convention for naming the files <initial of lab section day>_<your last name>__lab09 and save your project in your lab09 folder. Check the box next to “Create a new folder for this project” then click OK. Add folder connection to your working folder in the Catalog pane. 3. Add Minneapolis_streets.shp and Minneapolis_tracts.shp , and the two tabular files, race.dbf and stores.txt , to the map. 4. Change the name of the map frame to “ Minneapolis ”. 5. Open the Symbology pane of Minneapolis_streets . Change the color of the street network to dark gray. Change the fill color of Minneapolis_tracts to light gray in the same way. II. Geocoding the addresses In order to display the locations of East-Asian grocery stores in Minneapolis, it is necessary to geocode the Stores.txt table. Geocoding will create one point for every address listed in the table using the reference data (Minneapolis_streets.shp) to determine approximate address locations. 6. Open the attribute table of Minneapolis_streets, you will see a list of attributes to be used for geocoding. Think about how they could be used to locate an address (street names, type of street (such as avenue, lane, drive, etc.), address number ranges, among others). Close the attribute table. 7. Now we need to create an address locator. Open Geoprocessing Tools. From toolboxes, select Create Locator from Geocoding Tools. In the Create Locator dialog box, select “ United States ” as the Country or Region. Use Minneapolis_Streets as the Primary Table. Select Street Address as the Role. Look at the Field Mapping. Notice that some fields in the Field Name category start with a *, which means they are required. We will need to select the correct fields for these required

Geography 3561/5561 Fall 23 Lab 09: Address Matching and Geocoding 9. Select Rebuild Address Locator tool from Geocoding Tools. This will reconstruct our Address Locator. Select Mpls_addresses as the input addresses locator and click Run. 10. Now, it is a good time to perform geocoding. Select Geocode Addresses tool from Geocoding Tools. In the Geocode Addresses dialog box, select Stores.txt as the address table and add the Mpls_addresses as the input address locator. Change the Address Input Fields from Multiple Fields to Single Field . Select Address for the “Full Address”. Note that ArcGIS Pro links the Address information with the appropriate field. Name the output feature Stores_Location . Click Run.

Geography 3561/5561 Fall 23 Lab 09: Address Matching and Geocoding 11. When the geocoding process is done, ArcGIS Pro shows a message that geocoding has been successfully completed. Click the small triangle next to the green message to expand hide messages. You are able to see the number of addresses that have been geocoded, and the number of addresses that have not, as well as those that have more than one potential match (close enough that they are considered to be “Tied”). One common factor is mistakes in the street addresses. An “unmatched” can also occur when an address is located on a new street that has not yet been included in the reference theme. 12. Right click the layer Stores_Location in the Contents pane. Click Data > Rematch Addresses… . The Rematch Addresses pane usually displays all the records in the geocoded feature class singly in the pane in three categories: Matched, Unmatched, and Tied. However, in this exercise, there

Geography 3561/5561 Fall 23 Lab 09: Address Matching and Geocoding 17. Close the Rematch Addresses pane and save your project. III. Mapping Demographic Composition of Neighborhoods in Minneapolis In this section you will create a thematic map describing the demographic composition of neighborhoods in Minneapolis. First, because there is no demographic data currently in the census tracts attribute table, you will need to join the data in the demographic attribute table (race.dbf) to the census tract attribute table (Minneapolis_tracts). Since you learned how to join tables and create a simple thematic map in Lab 7, we will skip the detailed instructions in this section. When in doubt, refer to Lab 7 or the ArcGIS help docs. 18. In the Contents pane, right click the Minneapolis_tracts . Click Joins and Relates and select Add Join . Choose TractID in Minneapolis_tracts to join with Tract in Race.dbf. Check the box next to “Keep all target changes” and click Run . [ If you cannot see the Minneapolis_tracts layer after joining, just ignore this problem and continue.] 19. Right click on Minneapolis_tracts and open its Symbology pane. Select Graduated colors . For Fields, pick the one you think would be useful for the placement of an East-Asian grocery store. For example, you may want it to be close to the Asian neighborhoods, or you may want to serve the mostly White suburbs. Also think about if you want to normalize the values (against the total population or other fields). Normalization will convert a raw count like the Asian field into a ratio. Raw counts are generally not appropriate for choropleth (graduated color) mapping. Feel free to experiment with different color ramps and symbol settings. Also think about which classification method best reflects what you are trying to convey to your audience. When you are done, close the Symbology pane. 20. To make your map easier to understand, we will next create a definition query in Minneapolis_streets so that only expressways are displayed. Right click Minneapolis_streets , and then click Properties . Select Definition Query tab in the layer properties dialog box. Click on the New Definition Query button. The field CFCC, which refers to the Census Feature Class Code, contains a code that we will use to isolate the expressways. We know that A15, A16, and A17 all refer to expressways. Build your query in the following manner: CFCC Includes the value(s) A15, A16, A17 Which is basically saying that if the value for CFCC matches any of the selected values, then display it. Click Apply. You should see something like the image below.

Geography 3561/5561 Fall 23 Lab 09: Address Matching and Geocoding Close the Query Builder. 21. Now open the Symbology pane for Minneapolis_Streets . Under properties tab in the Symbology pane, change a distinct color to contrast the color of the tracts, and increase the width to 2. Click Apply. 22. Next, pick an appropriate symbol for the East-Asian grocery stores you geocoded in the last section. The color should contrast the surroundings and it should be big enough to be easily seen, yet small enough to be precisely located. A size of 8 is a good choice, but try out other sizes to see which one you find to be the most visually appealing. 23. Create an appropriate layout for this map. Recommended size: portrait - letter. Make sure to include the appropriate elements of a good or “correct” map, e.g., descriptive title, legend, scale, north arrow, date, author, data sources, projection information. Be sure to edit the legend to be more meaningful for a non-GIS user. 24. Export your map as a JPEG and paste into your Answer Sheet document, to be submitted with your question responses. IV. Further investigation for those interested 23. Zip code marketing is becoming a very common marketing technique. Marketing analysts gather demographic data from the census and consumption behavioral data from membership cards (discount cards issued by grocery stores, for instance). Geocoding plays a very important role in matching consumption behaviors with spatial data. This marketing technique is rather controversial in the social sciences. Some researchers consider it as unethical and intrusive to personal privacy. Look for discussions on this matter in academic publications and think about their implications in GIS ethics. SUBMISSION FOR GRADING 1. The map you produced. 2. Answers to the questions in Answer Sheet.