Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Segmentation Studies

Marketing Research Articles Related to Segmentation Studies

Showing items 1-20 of 51.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

6 essential steps for successful global segmentation

Published
January 2014
Author
Chrissie Wells
Abstract
This article looks into the challenges faced in developing market segmentations that work both globally and in diverse local markets and explores ways of overcoming these challenges.

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 method for taking analysis of segmentation studies beyond gut instinct

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.

A practical guide to the market segmentation research process

Published
May 2004
Author
Michael Sosnowski
Abstract
A process-based approach to segmentation, as outlined in this article, begins with client needs and ends with an actionable, objectives-focused set of segments.

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.

Big data: boon to improving customer experience, bane of researchers?

Published
June 2013
Authors
John Goodman, Peter North and David Beinhacker
Abstract
The authors explore examples of the use of big data to improve the customer experience and offer tips for researchers to avoid being left in big data’s wake.

Boosting employee retention with predictive analytics

Published
January 2014
Author
Michael Lieberman
Abstract
This article outlines how predictive analytics can help an HR department identify employees who are at risk for leaving and determine what factors motivate an employee to leave or stay.

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: Segmentation models and the overfitting problem

Published
July 2003
Author
Kent Leahy
Abstract
Predictive segmentation modeling techniques vary in regard to the size of the sample needed to achieve a given level of reliability. This article discusses model building that captures innate systematic processes rather than discrete, temporal events, or those that are sample-specific or peculiar to a given sample.

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.