Market Segmentation Overview

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1、MarketSegmentationAnalyticalDevelopmentsandApplicationGuidelinesMarcoVriens,Ph.D.MillwardBrownIntelliQuestMarch2001TechnicalOverviewSeries©2001Allrightsreserved.AllmaterialscontainedhereinarethecopyrightedpropertyofMarcoVriens-MillwardBrownIntelliQuest.Reproduction,republicationordistributionofa

2、nyofthesematerialsisstrictlyprohibitedwithouttheexpresswrittenapprovaloftheauthor.FormoreinformationpleasecontactMarcoVriensat(512)314-2106,or(415)587-8958.1TableofContentsPurposeoftheResearchNote1Introduction2SegmentationVariables3SegmentationMethods4Generaloverviewofclusteranalysisprocedures4.

3、1Selectionofsegmentationvariables4.2Decidingwhetherornottostandardizetheinvolvedvariables4.3Decidinghowtomeasurethesimilaritybetweenrespondents4.4Selectionofaclusteranalysisalgorithm4.5Selectingthemostappropriatenumberofsegments4.6Interpretationofthesegments4.7Replicationandvalidation5SomePracti

4、calIssuesinSegmentationAnalysis5.1Howtodealwithlargenumbersofvariables:tandemclustering5.2Howtodealwithmissingdataandoutliers5.3Howtodealwithmixedmeasurementlevelsofthesegmentationvariables5.4Howtodealwithsamplingissues6MarketSegmentationwithCHAID6.1TheCHAIDapproach6.2Someissues6.3ApplyingCHAIDi

5、nSPSS7FiniteMixtureModels(LatentClassModels)7.1Advantagesoflatentclasssegmentationmodels7.2Basicconcepts7.3Selectionofsegments7.4Latentclassregressionmodels8InternationalMarketSegmentationApproaches8.1Samplingissues8.2Internationalsegmentationversuscountry-specificsegmentation9AnalyticalRecommen

6、dations10MarketSegmentationandMarketingManagementReferences2PurposeoftheResearchNote·Itshouldgiveresearcherswithinthecompanyamoreorlesscomprehensiveoverviewofthemostoftenusedandmostpromisingadvancedmarketsegmentationtechniquesandthoughts.·Itshouldserveasareferenceforresearchersthatoccasionallywa

7、nttorefreshtheirknowledgeofmarketsegmentation.SummaryInthistechnicalresearchoverviewthefollowingtopicsareincluded:·Theroleofmarketsegmentationinmarketingstrategy·Whatcriterianeedtobesatisfiedforsuccesfulmarketsegmentation·Th