haku: @indexterm SEGMENTATION / yhteensä: 227
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| Tekijä: | Levin, N. Zahavi, J. |
| Otsikko: | Segmentation analysis with managerial judgment |
| Lehti: | Journal of Direct Marketing
1996 : SUMMER, VOL. 10:3, p. 28-47 |
| Asiasana: | DIRECT SELLING SEGMENTATION MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | 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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