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Marketing Research Articles Related to Segmentation Studies

Marketing Research Articles Related to Segmentation Studies

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A look at the buying process model

Published
June 2009
Author
Sharon S. Paik
Abstract
This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.

* 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: Don't give up on that segementation study - do it smarter

Published
February 2009
Author
Brant Cruz
Abstract
A down economy is no time to stop your segmentation efforts. Five segmentation-related concerns are outlined, along with ways they can be eliminated.

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.

* 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.

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: Getting your money's worth with virtual targeting

Published
January 2005
Author
Michael Lieberman
Abstract
Virtual targeting uses a blend of statistical techniques that identify the distinguishing characteristics of the target group and then build a linear equation that can be applied to records of the group to achieve a sortable, analyzable score. The article focuses on the example of a political candidate hunting for possible voters.

Data Use: Measuring and maximizing the ROI of a loyalty program

Published
November 2008
Author
Michael Lieberman
Abstract
Using a grocery-store chain as an example, the author explores a method of optimizing a shopper loyalty program using survey research, data mining and the Monte Carlo method.

* 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.

Determining your share

Published
March 2004
Authors
Timothy L. Keiningham, Tiffany Perkins-Munn, Demitry Estrin and Terry G. Vavra
Abstract
The authors feel (and provide supporting evidence) that the relationship between share-of-wallet and satisfaction is non-linear and argue for managers to undertake satisfaction efforts that work in concert with share-of-wallet-enhancing efforts.

Dig under the big number

Published
March 2004
Author
Elizabeth "B.J." Kyzr-Sheeley
Abstract
Companies must look beyond their longstanding metrics for measuring business success and instead focus on customer relationships, using share of wallet and other metrics to see how the hundreds of smaller numbers contribute to the overall sales numbers.

Divide & conquer

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.

* Ethnic marketing: Can researchers be agents of social change?

Published
August 2010
Author
Harriet H. Lewis
Abstract
Ethnic marketing and research can be an effective way to target and ad and empower ethnic communities themselves by revealing their collective buying power, but the practice of ethnic market segmentation can also be divisive and exclusive. The author calls on researchers to check their biases and revisit the ethnic marketing model.

Four indicators, one goal

Published
October 2007
Authors
Brian F. Blake and Bridget A. Durica
Abstract
The authors present four indicators (size, hit rate, return and coverage) that can be easily and effectively be used to produce workable and valuable market segmentations.

Getting a clearer picture

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.

Highly classified

Published
November 2001
Author
R. Ashok
Abstract
India is a diverse and complex country. This article discusses the socioeconomic classification system used in India today, which was developed nearly a decade ago, including the basic reasons for developing the system.

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