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Marketing Research Articles Related to Segmentation Studies

Marketing Research Articles Related to Segmentation Studies

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Ned Dweeb does segmentation

Published
March 1992
Author
Robert Roy
Abstract
This article is the latest installment in his series on the research efforts of the mythical Second City Bus Service. Previous installments have appeared in the March 1991 and October 1990 issues of Quirk’s. Here, Ned Dweeb learns the value of finding market segments that differ both in terms of attributes desired (benefits) and critical marketing behavior.

Segmentation study aims to help marketers understand diverse seniors market

Published
October 1993
Author
Carol M. Morgan
Abstract
Arguing that segmentation is a fundamental first step in reaching the mature market, the author explores results from her firm’s ongoing study of consumers aged 50 and older, comparing and contrasting the characteristics of a number of subsegments with the mature age groups.

Segmenting complex business-to-business markets

Published
April 1998
Author
Terry Grapentine
Abstract
Business-to-business markets can be quite complex. This article discusses segmenting in business-to-business using an example from the chemical manufacturing industry that can be applied to other industries.

System shows promise as tool for segmenting Indian market

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.

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.

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.

Take a look at your customers individually

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.

Exploring criterion variables for business-to-business customer satisfaction programs

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.

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.

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.

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.

With Boomers, the time is now

Published
February 2006
Author
Anne Wall
Abstract
Profiles Boomers as consumers and offers four ways to segment this large and powerful group.

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

Ten guidelines for a good segmentation

Published
March 2007
Author
Peter Flannery
Abstract
The author provides five methodological and five applied-marketing guidelines to help readers craft better segmentations.

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.

Trade Talk: Survey segments U.S. Hispanic market

Published
November 1989
Author
Quirk's Staff
Abstract
This article details some results of a recent survey by Strategic Directions Group of the U.S. Hispanic market.

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.

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.

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.

How the travel industry is coping with today’s recession

Published
May 2009
Author
Jim Quilty
Abstract
Drawing from research with business and leisure travelers and conversations with travel industry firms, the author explains the impact of the economic downturn and explores the role of travel companies’ marketing research in these difficult times.