Publication:
Market Segmentation Analysis
Market Segmentation Analysis
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Date
2018
Authors
Sara Dolnicar
Bettina Grün
Friedrich Leisch
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Publisher
Research Projects
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Abstract
This book is published open access under a CC BY 4.0 license.
This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including an approach to exploring data structure and choosing a suitable number of market segments, and a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier.
The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.
Description
DOI: https://doi.org/10.1007/978-981-10-8818-6 License: CC BY; Publisher: Springer
Keywords
"Market Segmentation,
Market Research,
Market Segmentation Analysis,
Market Targeting,
Marketing Mix,
Tactical Marketing,
Strategic Marketing,
Descriptive Analysis,
Factor Analysis,
Cluster Analysis,
Data Structure Analysis,
Marketing Planning,
Target Market,
Computational Statistics,
Tourism Marketing,
Open Access"