Step 3: Collecting Data

Sara Dolnicar, Bettina Grün and Friedrich Leisch
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Sara Dolnicar: The University of Queensland
Bettina Grün: Johannes Kepler Universität Linz
Friedrich Leisch: Universität für Bodenkultur Wien

Chapter Chapter 5 in Market Segmentation Analysis, 2018, pp 39-55 from Springer

Abstract: Abstract The outcome of a market segmentation analysis is only as good as the data upon which it is based. This chapter discusses a range of alternative sources of data that can serve as input for extracting market segments. Key potential dangers associated with each of those sources are discussed. A checklist summarises a number of questions that may assist in ensuring that data of the highest quality is being collected.

Keywords: Market Segmentation Analysis; Segmentation Variables; Segment Extraction Algorithm; Psychographic Segmentation; Solution Segments (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-10-8818-6_5

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DOI: 10.1007/978-981-10-8818-6_5

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