Market Segmentation Analysis - Understanding It, Doing It, and Making It Useful (Paperback, Softcover reprint of the original 1st ed. 2018)

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.

General

Imprint:	Springer Verlag, Singapore
Country of origin:	Singapore
Series:	Management for Professionals
Release date:	2019
First published:	2018
Authors:	Sara Dolnicar • Bettina Grun • Friedrich Leisch
Dimensions:	235 x 155mm (L x W)
Format:	Paperback
Pages:	324
Edition:	Softcover reprint of the original 1st ed. 2018
ISBN-13:	978-981-13-4248-6
Categories:	Books > Science & Mathematics > Mathematics > Probability & statistics Books > Business & Economics > Business & management > Sales & marketing > Market research
LSN:	981-13-4248-2
Barcode:	9789811342486

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