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| Author: | Riquires, C. |
| Title: | Probabilistic segmentation modelling |
| Journal: | Journal of the Market Research Society
1997 : OCT, VOL. 39:4, p. 571-588 |
| Index terms: | SEGMENTATION PROBABILITY MODELS |
| Language: | eng |
| Abstract: | This paper presents an approach - probabilistic segmentation modelling - which combines two market research tools, the verbal probability scale and chi-square automatic interaction detection (CHAID). The technique is applied to a case study involving consumers' likely uptake of a new housing product in Australia. Segmentation is generally acknowledged as a fundamental component of understanding one's market. The basic purpose of segmentation is to identify segments which react d differently to marketing mixes. |
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