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| Author: | Tonks, D.G. |
| Title: | Validity and the design of market segments |
| Journal: | Journal of Marketing Management
2009 : APR, VOL. 25:3-4, p. 341-356 |
| Index terms: | marketing market segmentation consumer markets |
| Language: | eng |
| Abstract: | Based on literature, this paper reviews the nature of segmentation (hereafter as: sgm.) knowledge including many of the claims and the criticisms associated with both theory and practice. It deals specifically with segment design (here as: sgm-dsgn.) and the choice of variables (as: var-chc.) for sgm. of consumer markets. The paper proceeds from first principles by considering the initial design of market segments, leading into assessment of available segments. It is suggested that sgm-dsgn. and var-chc. necessarily include evaluation which can be framed through the standard approaches to establishing validity etc. |
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