THE IDENTIFICATION OF TARGET MARKETS
- 1 January 1976
- journal article
- Published by Wiley in Decision Sciences
- Vol. 7 (1) , 152-161
- https://doi.org/10.1111/j.1540-5915.1976.tb00665.x
Abstract
This paper demonstrates the use of computer‐based multivariate techniques in analysing survey data and segmenting markets. Such techniques are increasingly used to deal with the vast amounts of data currently being collected by market researchers. Three techniques are illustrated and compared in detail‐regression analysis, AID, and cluster analysis. These methods have wide application in marketing. A simple data set is used to illustrate their principles and comparative advantages.Keywords
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