Step 4: Exploring 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 6 in Market Segmentation Analysis, 2018, pp 57-73 from Springer

Abstract: Abstract Market segmentation analysis, irrespective of the algorithm used to extract segment, is exploratory in nature. Before performing the actual extraction, it is useful to gain preliminary insight into the data. This chapter discusses different ways of gaining an understanding of the data structure, and introduces pre-processing methods that may be required given the nature of the data available. Key questions that need to be asked at this stage are included in a checklist at the end of the chapter.

Keywords: Market Segmentation Analysis; Travel Motives; Plot Boxplot; Segmentation Variables; Multi-category Scale (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_6

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DOI: 10.1007/978-981-10-8818-6_6

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