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Full-Text Articles in Business
An Information Theoretic Framework For Exploratory Multivariate Market Segmentation Research, Jamshid C. Hosseini, Robert R. Harmon, Martin Zwick
An Information Theoretic Framework For Exploratory Multivariate Market Segmentation Research, Jamshid C. Hosseini, Robert R. Harmon, Martin Zwick
Systems Science Faculty Publications and Presentations
State-of-the-art market segmentation often involves simultaneous consideration of multiple and overlapping variables. These variables are studied to assess their relationships, select a subset of variables which best represent the subgroups (segments) within a market, and determine the likelihood of membership of a given individual in a particular segment. Such information, obtained in the exploratory phase of a multivariate market segmentation study, leads to the construction of more parsimonious models. These models have less stringent data requirements while facilitating substantive evaluation to aid marketing managers in formulating more effective targeting and positioning strategies within different market segments. This paper utilizes the …
Methodological Disclosure: The Foundation For Effective Use Of Survey Research, Bruce L. Stern, Ray Ashmun
Methodological Disclosure: The Foundation For Effective Use Of Survey Research, Bruce L. Stern, Ray Ashmun
Business Faculty Publications and Presentations
A survey of marketing executives and a content analysis of their most recent survey research repon reveals that most methodology descriptions are sketcliy, at best. lmponant details about the sampling plan and other procedures are often omitted or loosely presented, leaving the reader insufficiently informed about the foundation that the study was built upon.