Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Market Segmentation Studies

Marketing Research Articles Related to Market Segmentation Studies

Showing items 1-20 of 69.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

Data Use: Q-Factors or K-Means? A market segmentation dilemma

Published
December 1987
Author
Stanely Cohen
Abstract
In a constantly changing marketplace, marketers must focus on subgroups, tailoring their product and message to achieve their goals. Demographics often aren't enough, consumer attitudes and perceptions must be understood to gain a competitive edge.

Singles' lifestyles explored in JCPenney study

Published
January 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A recent survey by JCPenney explored the lifestyles and tendencies of the singles population. The consumer study, conducted by the Public Issues and Consumer Programs department of the JCPenney Co., helped the retail giant to better understand the approximately 77 million singles living in the United States.

Market segmentation helps bank classify customers

Published
March 1988
Author
Quirk's Staff
Abstract
Crestar Bank's market research department has been figuring out where its customers live and what products they own and use for the past few years. Using identifying demographic clusters and implementing a market segmentation system has helped the bank understand its customers and make better decisions.

Data Use: 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.

Segmentation and online research: a logical partnering

Published
July 2000
Author
Pat Funes
Abstract
Combing today’s technology with the valuable segmentation tool, online segmentation research has become a complex and powerful marketing weapon. This article discusses using segmentation and online research together, including the benefits and drawbacks of online deployment and overcoming the drawbacks.

Impact of health on satisfaction: a customer segmentation case study

Published
June 2000
Authors
Lori B. Cook and David A. Langley
Abstract
The third in a three-part series designed to provide real-world business examples of the effective use and application of research statistical tools for supporting resourcing and priority-setting decisions, this article outlines a recent health care case study of the use of segmentation tools and techniques for developing and refining service delivery through satisfaction-based quality improvement initiatives.

Finding profitable business markets in the inner city

Published
May 2000
Author
Robert Weissbourd
Abstract
Businesses of all sizes searching for new markets are finding the most lucrative opportunities in their own backyards. Using the example of Chicago-based Shorebucks Corporation’s Neighborhood Markets Framework, this article discusses helping businesses profit in the untapped market in the inner city.

Untangling psychographics and lifestyle - a psychologist's view of consumers

Published
November 2000
Author
David D. Fish
Abstract
The terms “psychographics” and “lifestyle segmentation” have permeated the marketing literature and practice in recent years. This article is a short review to clarify what is meant by these ill-defined and imprecise terms, including a brief overview of how consumer psychologists view the components that drive human behavior.

Segmentation in B2B markets

Published
April 2003
Authors
Arie De Boe and Paul Hague
Abstract
Satisfying people’s needs and making a profit along the way is the purpose of marketing. Identifying needs and recognizing differences between groups of customers is at the heart of marketing. Segmentation can help with this effort. This article discusses segmentation in business-to-business markets, including how to segment.

How to prospect for customers using ZIP code profile models

Published
January 2003
Authors
Ryan Jennings and Tony Dubitsky
Abstract
If you’re looking for a customer prospecting tool that is inexpensive, easy to develop and implement, and powerful, consider a ZIP code profile model. This article discusses ZIP code profile models, including the rationale for building a model, model development and validation, and the importance of data visualization.

Data Use: A beautiful segmentation: Defining an advertising strategy to target those who will pay more

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.

The reality and myths of gay buying power

Published
February 2006
Authors
Wes Combs and Bob Witeck
Abstract
While the gay market has long been seen as one with massive buying power, this article argues that gauging the market’s size is difficult and that buying power is sometimes difficult to quantify.

Trade Talk: Study finds Boomers are not created equal

Published
May 2006
Author
Joseph Rydholm, Quirk's Editor
Abstract
A Chicago research firm has segmented the Boomer market based on an online survey

Marketing to the new generation of techno kids

Published
July 2006
Author
Ted Mininni
Abstract
Web- and tech-savvy kids are reachable via marketing, but companies must take care when developing their promotional methods. Kids value quality, innovation and ease of use, among other attributes, in the products and services they choose to use.

Developing a customer value model to maximize profitability

Published
March 2005
Author
Albert Fitzgerald
Abstract
By measuring the lifetime value of a customer, companies can make decisions about which what efforts should be made to recruit and/or retain these customers. The article presents a customer value model and explores how to construct it.

Using choice grids to understand your market and the forces that shape it

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.

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.

Study looks at what drives first-time car buyers

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.

Trade Talk: Book provides valuable insight into U.S. lifestyles

Published
March 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article reviews The Clustering of America, a book by Michael Weiss that examines the United States through the lens of PRIZM, the target marketing system develop by Claritas Corp. that uses U.S. Census Bureau data and other information to create 40 distinct lifestyle depictions of 250,000 U.S. neighborhoods.

Trade Talk: Uncovering the soul of the Soviet consumer

Published
June 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Conducting consumer research in the Soviet Union is quite unlike doing so in America. This article discusses a recent study of Soviet consumers led by Dr. Ernest Dichter, a pioneer in the field of motivational research.