Lin, Meng-Yen (1996) Assessing market segmentation success : developing a plan, fieldwork, action approach. PhD thesis, University of Warwick.

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Abstract

Market segmentation practice has been one of the central issues in marketing
research over the past thirty years. However, the results of many segmentation
studies have been unworkable from a business stand-point. This research was
concerned with understanding what makes some market segmentation projects
more successful than others. The purpose was to examine the relationship
between possible success factors and the success of a segmentation project. The
processes of the research included: identifying a range of factors which may
impact on the success of market segmentation; hypothesising and testing
relationships between these factors and market segmentation success; developing
the plan, fieldwork, action (PFA) model for assessing market segmentation
success; and generating recommendations for relevant modifications that will
improve the odds of market segmentation success.
The research proceeded in a series of three interrelated phases: qualitative
first, quantitative next, and then qualitative again. In the first phase, an initial list
of the critical factors for segmentation success was generated through a review of
the literature. The list was then validated and expanded by pilot interviews with
marketing managers. In the second phase, a questionnaire was developed for
gathering the necessary empirical data. 600 questionnaires were handed out at the
Birmingham National Exhibition Centre at eight different trade shows. 221 usable
responses were returned. Using the SPSS package, univariate, bivariate as well as
multivariate statistics were employed to analyse the data. Lastly, validating
interviews were conducted in an attempt to explain the research findings.
Ten factors believed to impact upon segmentation success were extracted.
Seven of them were found to be critical to segmentation success and were termed
critical success factors (CSFs). In addition, the research also identified the plan,
fieldwork and action (PFA) stages in the segmentation process which led to the
development of the PFA model. The model can be used to explain why some
segmentation projects are successful while others are not. It was found that the
plan and action stages were those most likely to impact upon segmentation
success. The managerial implications of the research findings were discussed and
suggestions for further research were proposed.

Item Type:	Thesis or Dissertation (PhD)
Subjects:	H Social Sciences > HF Commerce
Library of Congress Subject Headings (LCSH):	Market segmentation -- Methodology
Official Date:	April 1996
Dates:	Date Event April 1996 Submitted
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Dibb, Sally, 1963- ; Wensley, Robin, 1944-
Extent:	xiv, 267 leaves
Language:	eng
URI:	http://wrap.warwick.ac.uk/id/eprint/36179

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