A Segmentation Research Design Using Consumer Panel Data
Open Access
- 1 November 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 9 (4) , 385-390
- https://doi.org/10.1177/002224377200900404
Abstract
This segmentation research design combines consumer panel purchase data with an attitudinal questionnaire tailored to the product under study. Both serve as input to a canonical correlation analysis for evaluating the relative importance of the independent variables as predictors of purchasing behavior and delineating market segments.Keywords
This publication has 4 references indexed in Scilit:
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- Choice Criteria, Decision Behavior, and PersonalityJournal of Marketing Research, 1968
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