Questioning the reliability of market segmentation techniques
UNSPECIFIED. (1995) Questioning the reliability of market segmentation techniques. Omega - International Journal of Management Science, 23 (6). pp. 625-636. ISSN 0305-0483Full text not available from this repository.
Market segmentation techniques and analyses have received considerable attention in the academic literature. This paper compares and contrasts the results from conducting cluster analysis and factor analysis on two data sets, one which is genuine and the other which has been randomly generated. This analysis helps test claims about the validity and effectiveness of such techniques and looks at the reliability of the output. The findings suggest that researchers need to be careful to carry oat valid preliminary work before presenting their results. Without such preliminary work it may be difficult to justify the segments which emerge.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management|
|Journal or Publication Title:||Omega - International Journal of Management Science|
|Publisher:||PERGAMON-ELSEVIER SCIENCE LTD|
|Number of Pages:||12|
|Page Range:||pp. 625-636|
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