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| Author: | Ramaswamy, V. |
| Title: | Evolutionary preference segmentation with panel survey data: an application to new products |
| Journal: | International Journal of Research in Marketing
1997 : FEB, VOL. 14:1, p. 57-80 |
| Index terms: | MARKETING RESEARCH NEW PRODUCTS |
| Language: | eng |
| Abstract: | The authors discuss an approach for modelling the evolution of preference segments over multiple time periods, using panel survey data that are easy to collect on a large scale from different regional markets and countries where scanner panel data are limited or unvariable. They explicitly model the evolution among market segments, while simultaneously estimating the preference segmentation structure in each period. They also discuss the managerial usefulness of the proposed approach. |
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