An end to doorstops: segmentation studies should do more than sit on your floor
Article Abstract:
Many marketing executives do not know how to find the people identified in market segmentation reports, labelling market segmentation studies as doorstops because they tend to be not useful enough. It is recommended that multiple variables should be tested to arrive at a segmentation that tells more than just consumers' ages, attitudes or needs. Suggestions on how to end up with a segmentation that leads to profitable markets are provided.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2007
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Preparing research professionals
Article Abstract:
Industry requirements for market research professionals and the qualities that employers seek in researchers are discussed.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2006
User Contributions:
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The right questions
Article Abstract:
The significance of decision making strategies for marketers, for effective marketing research, is discussed.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2006
User Contributions:
Comment about this article or add new information about this topic:
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