haku: @author Dolnicar, S. / yhteensä: 6
viite: 4 / 6
| Tekijä: | Dolnicar, S. Lazarevski, K. |
| Otsikko: | Methodological reasons for the theory/practice divide in market segmentation |
| Lehti: | Journal of Marketing Management
2009 : APR, VOL. 25:3-4, p. 357-373 |
| Asiasana: | marketing management market segmentation methodology |
| Kieli: | eng |
| Tiivistelmä: | In market segmentation (hereafter as: sgm.), there exists a theory/practice divide (here as: t/p-d). The key reasons are the focus of academic studies on statistical techniques, and managers' lack of understanding of fundamental sgm. basics. Until now, only one study has examined methodological reasons for the t/p-d.: that is by Dibb and Simkin (1994). The present study extends D's and S's work by: 1. detailing key methodological aspects, and 2. empirically investigating specific research questions. A large proportion of managers is indicated lacking a fundamental understanding of market sgm. methodology. More than 60 percent of managers indicate market sgm. to be like a "black box" with difficulties of interpreting presented sgm. solutions. |
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