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Market segmentation analysis : understanding it, doing it, and making it useful

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 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.

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Detail Information
Series Title
-
Call Number
658.83 DOL m
Publisher
Singapore : Springer Open.,
Collation
xxi, 324p. : ill.
Language
English
ISBN/ISSN
9789811088186
Classification
658.83
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Statistics
Business
Marketing research
Market segmentation
Specific Detail Info
-
Statement of Responsibility
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No other version available

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