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Full-Text Articles in Social and Behavioral Sciences
Improved Understanding Of Tourists’ Needs – Cross-Classification For Validation Of Data-Driven Segments, Sara Dolnicar
Improved Understanding Of Tourists’ Needs – Cross-Classification For Validation Of Data-Driven Segments, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
Data-driven segmentation has become standard practice in strategic marketing. Typically, however, respondents are grouped only once, implicitly assuming deterministic nature of the segmentation methods applied. Once the segments are derived, background variables are used to test the significance of the difference between clusters indicating external validity of the market segments. High external validity implies a high level of trustworthiness of the solution and thus managerially useful market segments to choose from. However, single runs of explorative analysis remain only a weak basis for good long-term managerial decisions. In this study a different approach is suggested to improve the quality of …
Improved Understanding Of Tourists’ Needs – Cross-Classification For Validation Of Data-Driven Segments, Sara Dolnicar
Improved Understanding Of Tourists’ Needs – Cross-Classification For Validation Of Data-Driven Segments, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
Data-driven segmentation has become standard practice in strategic marketing. Typically, however, respondents are grouped only once, implicitly assuming deterministic nature of the segmentation methods applied. Once the segments are derived, background variables are used to test the significance of the difference between clusters indicating external validity of the market segments. High external validity implies a high level of trustworthiness of the solution and thus managerially useful market segments to choose from. However, single runs of explorative analysis remain only a weak basis for good long-term managerial decisions. In this study a different approach is suggested to improve the quality of …