Behavioral Market Segmentation of Binary Guest Survey Data with Bagged Clustering

Sara Dolničar, Friedrich Leisch
  • January 2001, Springer Science + Business Media
  • DOI: 10.1007/3-540-44668-0_16

What is it about?

Market segmentation (targeting product offers on carefully chosen segments of consumers or target markets) is the key to organisational success. Good market segmentation decisions can only result from well implemented market segmentation analysis. But being an exploratory analysis, there are many pitfalls that can reduce the validity of the analysis. This study offers guidance on how to avoid one of these pitfalls: selecting unstable market segments (which may not be naturally exiting in the data).

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http://dx.doi.org/10.1007/3-540-44668-0_16

The following have contributed to this page: Professor Sara Dolnicar

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