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

• Tác giả: Sara Dolnicar, Bettina Grün, Friedrich Leisch
• Ngôn ngữ: eng
• ISBN-13: 978-9811088186
• Ký hiệu phân loại: 658.83 Market research
• Thông tin xuất bản: Singapore : Springer Singapore : Imprint: Springer, 2018
• Mô tả vật lý: 1 online resource (XXI, 324 pages 123 illustrations, 51 illustrations in color.
• Bộ sưu tập: Khoa học ứng dụng
• ID: 156949
• Chủ đề: 1. Market research; 2. Statistics; 3. Market Research/Competitive Intelligence; 4. Statistics for Business, Management, Economics, Finance, Insurance

Tóm tắt

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