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Market Segmentation Methodology: Attacking the Too Hard Basket

Grant


Scheme


  • Discovery Projects

Abstract


  • Market segmentation is a key business strategy. Yet, many fundamental problems in segmentation analysis remain unresolved. For example, whether segmentation reveals true segments or constructs artificial ones, which technique recommends the ideal number of clusters, and which visualisation tool best conveys segmentation results to users. Despite half a century of segmentation research, these problems remain in the â¬Stoo hardâ¬ý basket. Meanwhile, users apply segmentation analysis without understanding the fundamentals, leading to serious misinterpretations of results. We will develop tools for all stages of the segmentation process addressing these problems and thus increasing the validity and user friendliness of segmentation studies.

Date/time Interval


  • 2011 - 2015

Sponsor Award Id


  • DP110101347

Local Award Id


  • 11681

Scheme


  • Discovery Projects

Abstract


  • Market segmentation is a key business strategy. Yet, many fundamental problems in segmentation analysis remain unresolved. For example, whether segmentation reveals true segments or constructs artificial ones, which technique recommends the ideal number of clusters, and which visualisation tool best conveys segmentation results to users. Despite half a century of segmentation research, these problems remain in the â¬Stoo hardâ¬ý basket. Meanwhile, users apply segmentation analysis without understanding the fundamentals, leading to serious misinterpretations of results. We will develop tools for all stages of the segmentation process addressing these problems and thus increasing the validity and user friendliness of segmentation studies.

Date/time Interval


  • 2011 - 2015

Sponsor Award Id


  • DP110101347

Local Award Id


  • 11681