The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 25: A Guide to the Design and Execution of Segmentation Studies
A Guide to the Design and Execution of Segmentation Studies
Like many activities, the phrase “It's as much art as science” is perhaps as relevant to the execution of segmentation studies as any activity that is seemingly all about science. Market segmentation grew out of the recognition that not all customers are alike and by understanding customer heterogeneity marketing-mix resource allocation decisions could be optimized—“one size doesn't necessarily fit all.” Historically, market segmentation studies fell under the umbrella of strategic market studies. Such studies, which include positioning, segmentation, targeting, and market structure studies, were all intended to provide managers with information useful in attacking two of the fundamental questions facing marketing managers: (1) Who are my ...