search query: @author Zahavi, J. / total: 8
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| Author: | Levin, N. Zahavi, J. |
| Title: | Segmentation analysis with managerial judgment |
| Journal: | Journal of Direct Marketing
1996 : SUMMER, VOL. 10:3, p. 28-47 |
| Index terms: | DIRECT SELLING SEGMENTATION MANAGEMENT |
| Language: | eng |
| Abstract: | This paper discusses a nonparametric approach for segmentation analysis that does not require a priori knowledge about the true response rate of the segments in the list, other than classifying a segment as being either good, marginal, or bad. Drawing on the binomial distribution, three major issues involved in the segmentation approach are discussed - determining the sample size of the segment in the test mailing, recommending or rejections a segment from the rollout mailing, and determining the regression-to-the-mean (RTM) effect for projecting the rollout response rate. |
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