Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful

by Sara Dolnicar, Bettina Grün, Friedrich Leisch

This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market 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.

Genres: Business

345 pages, Hardcover

Published August 3, 2018

Reviews

[Andrej · Rating 3 out of 5]

A comprehensive - though not super deep - overview of market segmentation methods and processes, from deciding whether your org needs segmentation at all to choosing the right algorithm. Big kudos to making the book open access and for including R code.

[David · Rating 4 out of 5]

Great overview of segmentation. A bit over my head in spots where the audience was data scientists or familiar with R. Never read a book on segmentation before. Access links to data didn’t work.