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Marketing Research Articles Related to Market Segmentation Studies

Marketing Research Articles Related to Market Segmentation Studies

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A beautiful segmentation

Published
November 2003
Author
Michael Lieberman
Abstract
Looking for an edge, managers these days are turning more frequently to the marriage of good research and advertising know-how to get there. This article follows a case study from the identification of the target segmentation, to determining sociodemographic characteristics, psychographic information, automobile self-description, client gasoline brand equity based on future behavioral intentions, and finally to developing a brand communication strategy.

A fickle but valuable segment

Published
October 2006
Authors
Lonnie Miller and Jeff Martini
Abstract
First-time car buyers are hard to entice but can provide a valuable source of ongoing sales. The article summarizes results from a Polk study that explored the various factors that motivate these consumers.

A Mississippi trade organization uses research to help its farm-raised catfish catch on with consumers

Published
October 1989
Author
Quirk's Staff
Abstract
The Catfish Institute uses an ongoing telephone study with hundreds of households in different regions of the country, research regarding catfish nutrients, a regular survey of retailers in 12 markets nationwide, and focus groups in its marketing efforts.

A recommended approach

Published
October 2005
Authors
John Leggett and Richard Cohn
Abstract
The article argues for analytical approaches that are more comprehensive than a customer-centric approach and offers two examples, one which involves understanding the impact of marketing communications on brand purchases and the other which involves understanding the basis of brand choice.

* A revised paradigm for Hispanic acculturation

Published
February 2012
Authors
Miguel Martinez-Baco and Brett Simpson
Abstract
To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

Activating segmentation through storytelling

Published
May 2013
Authors
Rajit Chakravarty and Lisa Gudding
Abstract
BP turned to data visualization to help increase the internal uptake and awareness of the results of a global C-store segmentation.

An examination of strategies for panel-blending

Published
July 2009
Authors
Michael A. Fallig and Derek Allen
Abstract
This article offers a report on a research-on-research project which sought to measure the effects of respondents’ various personality traits on their participation in online research.

* Behavior over attitude: A path to more actionable segmentation

Published
August 2012
Authors
Alisa Hamilton and Ryan Kocher
Abstract
Traditional segmentations tell researchers who a person is and what decisions they have made but not the path they took. That pathway and all the decision points along it represent opportunities for marketers to identify and understand the drivers of customer decision-making; create segments of customers with similar decision-making drivers; and develop a tool that helps craft messages best suited for each customer.

By the Numbers: How to improve your segmentations with max-diff

Published
November 2009
Author
Rajan Sambandam
Abstract
The author uses a checking-account example to show how maximum difference scaling, or max-diff, can deliver finely-tuned segmentations without subjecting respondents to an onerous number of comparison questions.

CHAID response modeling and segmentation

Published
June 1990
Author
Tony Babinec
Abstract
This article describes the benefits of using CHi-square Automatic Interaction Detection (CHAID) to predict a response variable based upon a set of explanatory variables. This method is useful when the variables are categorical rather than quantitative.

* Consumers expanding their definition of 'buying local'

Published
October 2010
Author
Quirk's Staff
Abstract
The notion of buying local doesn't only apply to coffee and produce anymore, as consumers increasingly crave connection to their communities. A high-quality product from a local retailer could likely beat out global competitors - as long as the price is right.

* Create a v-curve to energize products in mature industries

Published
June 2011
Author
James A. Rohde
Abstract
The author discusses the benefits of establishing a value curve in mature industries to build and maintain a competitive advantage.

Creating new market segmentations is difficult but worthwhile

Published
December 2008
Author
Kathryn Korostoff
Abstract
Outlining six hazards to avoid, the author offers guidelines to developing segmentations that work, are embraced internally and yield improved marketing ROI.

* Data Use: A rapid-response consumer segmentation survey approach

Published
November 2010
Author
Michael Latta
Abstract
This article provides a real-world example of consumer segmentation data collected using a multiple-sample-frame survey approach. The use of two sample frames reduced the field time, provided lower costs and added value in getting the right people for segmentation while meeting rapid-response requirements.

* Data Use: Adaptive choice is a good choice

Published
July 2011
Author
Michael S. Garver
Abstract
Using an example of a transportation company client, the author outlines why adaptive choice-based conjoint analysis is a useful tool for developing market segmentations.

Data Use: Choice modeling analytics - the benefits of new methods

Published
October 2005
Author
John V. Colias
Abstract
Calibrated market simulators that incorporate individual-respondent part-worth utilities, aggregated to market outcomes and properly calibrated, can improve the ability to predict bottom-line revenue impacts of line extensions and restages.

Data Use: Marketplace segmentation by demographic characteristics

Published
February 1989
Author
C. Ying Li
Abstract
Researchers today have an abundance of information and sophisticated tools with which to work. Still, the best trained statisticians are not always clear how best to use these materials and methods. This article addresses geo-demographic clusters, which are marketed by their developers as the definitive answer to market-segmentation problems.

Data Use: Multidimensional scaling for market research

Published
July 1989
Author
Tony Babinec
Abstract
Multidimensional scaling is a powerful tool that helps market researchers determine brand or product position, or find market segments. This article discusses MDS, providing multiple examples, including metric and nonmetric.

* Data Use: Trying to bring the numbers alive

Published
February 2012
Authors
Jyanping Rung, Benjamin Woll and Carl Edstrom
Abstract
A report on efforts to fuse behavioral, psychographic and demographic information to identify segments and track marketing results.

Discrete choice and conjoint analysis - a reply

Published
April 1991
Authors
Robert Roy and Steve Herman
Abstract
This article was written in response to Robert Roy's October, 1990 Data Use article, "Conjoint evolves into discrete choice modeling."

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