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Market Segmentation Analysis

Understanding It, Doing It, and Making It Useful

Sara Dolnicar

Bettina Grün

Friedrich Leisch

Idioma

Inglés

Libro Tapa dura

Código Libristo: 18974184

Editores Springer Verlag, Singapore, agosto 2018

This book is published open access under a CC BY 4.0 license. This open access book offers somethin... Descripción completa

Código Libristo: 18974184

136 b

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This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including an approach to exploring data structure and choosing a suitable number of market segments, and a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.