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Management for Professionals
cover
Open Access This content is freely available online to anyone, anywhere at any time.

Market Segmentation Analysis

Understanding It, Doing It, and Making It Useful

Authors: Dolnicar, Sara, Grün, Bettina, Leisch, Friedrich

  • Incorporates both methodological/technical issues and organisational/user/managerial aspects of market segmentation
  • Provides R code that allows the reader to replicate all the calculations discussed
  • Offers checklists that guide readers through every step and every decision to be made when conducting market segmentation analysis
  • Includes a wide range of different segmentation algorithms and discusses aspects of market segmentation analysis not covered elsewhere
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eBook  
  • ISBN 978-981-10-8818-6
  • This book is an open access book, you can download it for free on link.springer.com
Hardcover 51,99 €
price for Spain (gross)
  • ISBN 978-981-10-8817-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 51,99 €
price for Spain (gross)
  • ISBN 978-981-13-4248-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

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.


About the authors

Sara Dolnicar is Professor at The University of Queensland, Brisbane, Australia. Her core research interests are the improvement of market segmentation methodology and the testing and refinement of measures used in social science research. Because her key research interests are not tied to any particular application area, she has contributed to a range of different applied research areas, including sustainable tourism and tourism marketing, environmental volunteering, foster caring, and public acceptance of water alternatives and water conservation measures.
Friedrich Leisch is Professor at the University of Natural Resources and Life Sciences, Vienna, Austria. His research interests lie in statistical computing, multivariate statistics, cluster analysis, mixture models, generalized regression, biostatistics; software development, and statistical applications in life and business sciences.
Bettina Grün is Associate Professor at Johannes Kepler University, Linz, Austria. Her research focuses on mixture models, statistical computing with R, market segmentation methods, and statistical applications in tourism and marketing.   

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Table of contents (12 chapters)

Table of contents (12 chapters)
  • Market Segmentation

    Pages 3-9

    Dolnicar, Sara (et al.)

  • Market Segmentation Analysis

    Pages 11-22

    Dolnicar, Sara (et al.)

  • Step 1: Deciding (not) to Segment

    Pages 25-29

    Dolnicar, Sara (et al.)

  • Step 2: Specifying the Ideal Target Segment

    Pages 31-37

    Dolnicar, Sara (et al.)

  • Step 3: Collecting Data

    Pages 39-55

    Dolnicar, Sara (et al.)

Buy this book

eBook  
  • ISBN 978-981-10-8818-6
  • This book is an open access book, you can download it for free on link.springer.com
Hardcover 51,99 €
price for Spain (gross)
  • ISBN 978-981-10-8817-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 51,99 €
price for Spain (gross)
  • ISBN 978-981-13-4248-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Market Segmentation Analysis
Book Subtitle
Understanding It, Doing It, and Making It Useful
Authors
Series Title
Management for Professionals
Copyright
2018
Publisher
Springer Singapore
Copyright Holder
The Authors
eBook ISBN
978-981-10-8818-6
DOI
10.1007/978-981-10-8818-6
Hardcover ISBN
978-981-10-8817-9
Softcover ISBN
978-981-13-4248-6
Series ISSN
2192-8096
Edition Number
1
Number of Pages
XXI, 324
Number of Illustrations
72 b/w illustrations, 51 illustrations in colour
Topics