Market Segmentation Methodology: Attacking the “Too Hard” Basket
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- Wasser - Atmosphäre - Umwelt
- Lebensraum und Landschaft
- Ressourcen und gesellschaftliche Dynamik
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 “too hard” basket. Meanwhile, users apply segmentation analysis without understanding the fundamentals, leading to serious misinterpretations of results. We will develop a toolbox for all stages of the segmentation process addressing these problems and thus increasing the validity and user friendliness of segmentation studies.
Publications
The sustainability-profitability trade-off in tourism: can it be overcome?
Autoren: Moeller, T; Dolnicar, S; Leisch, F Jahr: 2011
Journal articles
Quick, simple and reliable: forced binary survey questions
Autoren: Dolnicar, S; Grun, B; Leisch, F Jahr: 2011
Journal articles
Biclustering: Overcoming Data Dimensionality Problems in Market Segmentation
Autoren: Dolnicar, S; Kaiser, S; Lazarevski, K; Leisch, F Jahr: 2012
Journal articles
One Legacy of Mazanec: Binary Questions are a Simple, Stable and Valid Measure of Evaluative Beliefs
Autoren: Dolnicar, S; Leisch, F Jahr: 2012
Journal articles
Competition or collaboration? The effect of non-profit brand image on volunteer recruitment strategy
Autoren: Randle, M; Leisch, F; Dolnicar, S Jahr: 2013
Journal articles
Increasing sample size compensates for data problems in segmentation studies
Autoren: Dolnicar, S; Grun, B; Leisch, F Jahr: 2016
Journal articles
Resampling Methods for Exploring Cluster Stability
Autoren: Leisch, F Jahr: 2015
Chapter in collected volumes
Overcoming Data Dimensionality Problems in Market Segmentation
Autoren: Kaiser, S; Dolnicar, S; Lazarevski, K; Leisch, F Jahr: 2016
Chapter in collected volumes
Tourist segments' justifications for behaving in an environmentally unsustainable way
Autoren: Juvan, E; Ring, A; Leisch, F; Dolnicar, S Jahr: 2016
Journal articles
Visiting friends or relatives?
Autoren: Backer, E; Leisch, F; Dolnicar, S Jahr: 2017
Journal articles
What makes foster carers think about quitting? Recommendations for improved retention of foster carers
Autoren: Randle, M; Ernst, D; Leisch, F; Dolnicar, S Jahr: 2017
Journal articles
Using segment level stability to select target segments in data-driven market segmentation studies
Autoren: Dolnicar, S; Leisch, F Jahr: 2017
Journal articles
Market Segmentation Analysis - Understanding It, Doing It, and Making It Useful
Autoren: Dolnicar, S; Grün, B; Leisch, F Jahr: 2018
Monographs
Generalization, Combination and Extension of Functional Clustering Algorithms: The R Package funcy
Autoren: Yassouridis, C; Ernst, D; Leisch, F Jahr: 2018
Journal articles
A good graph is worth a thousand numbers
Autoren: Babakhani, N; Leisch, F; Dolnicar, S Jahr: 2019
Journal articles
Project staff
Friedrich Leisch
Univ.Prof. Dipl.-Ing. Dr.techn. Friedrich Leisch
friedrich.leisch@boku.ac.at
Tel: +43 1 47654-85111
BOKU Project Leader
01.04.2011 - 31.07.2016
BOKU partners
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External partners
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Institute for Innovation in Business and Social Research, University of Wollongong
Dr. Melanie Randle
partner
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Johannes Kepler University Linz, Institut of Applied Statistics
Dr. Bettina Grün
partner
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University of Queensland, School of Tourism
Prof. Sara Dolnicar
coordinator