Market Segmentation Analysis Understanding It, Doing It, and Making It Useful /

• Main Authors: Dolnicar, Sara (Author), Grün, Bettina (Author), Leisch, Friedrich (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Nature Singapore : Imprint: Springer, 2018.
• Edition: 1st ed. 2018.
• Series: Management for Professionals,
• Subjects: Marketing research.; Business intelligence.; Statistics .; Market Research and Competitive Intelligence.; Statistics in Business, Management, Economics, Finance, Insurance.
• Online Access: Link to Metadata

Summary

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 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 readersto replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.

Physical Description

XXI, 324 p. 123 illus., 51 illus. in color. online resource.

ISBN

9789811088186

ISSN

2192-810X

DOI

10.1007/978-981-10-8818-6

Access

Open Access