What is it about?
Good market segmentation decisions can only result from well implemented market segmentation analysis. But being an exploratory analysis, there are many pitfalls that can reduce the validity of the analysis. This study offers guidance.
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Why is it important?
Market segmentation (targeting product offers on carefully chosen segments of consumers or target markets) is the key to organisational success.
Perspectives
Improving market segmentation methodology has been one of my key research interests since my PhD. In collaboration with two world-class computational statisticians (Friedrich Leisch and Bettina Grun) we have made quite a few contributions – at least so we think – which reduce the risk of suboptimal market segments resulting from the analysis.
Professor Sara Dolnicar
University of Queensland
Read the Original
This page is a summary of: Empirical market segmentation: what you see is what you get, January 2005, Elsevier,
DOI: 10.1016/b978-0-7506-7789-9.50024-8.
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