haku: @author Sinclair, S. A. / yhteensä: 2
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| Tekijä: | Sinclair, S. A. Stalling, E. C. |
| Otsikko: | How to identify differences between market segments with attribute analysis. |
| Lehti: | Industrial Marketing Management
1990 : FEB, VOL. 19:1, p. 31-40 |
| Asiasana: | MARKET SEGMENTATION |
| Kieli: | eng |
| Tiivistelmä: | Techniques for isolating critical product attributes are discussed. Literature about the topic is reviewed. Determinant attribute analysis is described as a method that can be a useful managerial tool in old line industries hoping to penetrate new markets with commodity-like products. Residential siding materials are used as an example. A nationwide mail survey was used to collect primary data from professional end users of siding products. The dual question method was used to calculate determinance scores for 23 siding attributes and multiple discriminant analysis was used to highlight differences between four builder type market segments. |
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