Authors:
- 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
Part of the book series: Management for Professionals (MANAGPROF)
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Table of contents (12 chapters)
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Front Matter
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Introduction
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Front Matter
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Ten Steps of Market Segmentation Analysis
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Front Matter
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Back Matter
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.
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
Authors and Affiliations
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The University of Queensland, Brisbane, Australia
Sara Dolnicar
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Johannes Kepler Universität Linz, Linz, Austria
Bettina Grün
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Universität für Bodenkultur Wien, Vienna, Austria
Friedrich Leisch
About the authors
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.
Bibliographic Information
Book Title: Market Segmentation Analysis
Book Subtitle: Understanding It, Doing It, and Making It Useful
Authors: Sara Dolnicar, Bettina Grün, Friedrich Leisch
Series Title: Management for Professionals
DOI: https://doi.org/10.1007/978-981-10-8818-6
Publisher: Springer Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Authors 2018
Hardcover ISBN: 978-981-10-8817-9Published: 03 August 2018
Softcover ISBN: 978-981-13-4248-6Published: 19 January 2019
eBook ISBN: 978-981-10-8818-6Published: 20 July 2018
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 1
Number of Pages: XXI, 324
Number of Illustrations: 72 b/w illustrations, 51 illustrations in colour
Topics: Market Research/Competitive Intelligence, Statistics for Business, Management, Economics, Finance, Insurance