Supplimental - Tools for Segmentation

Supplimental - Tools for Segmentation - Supplemental Before...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Supplemental
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Before After Teenie Weenies A Boy’s Life The Ship of Dreams Adventures of the Star Killer Racer X Shoeless Joe Everybody Comes to Rick’s Star Beast
Background image of page 2
Factor Analysis : this is used on survey data to ±nd the fundamental concepts being measured by the survey. For example, a survey may have 20 items (questions), but a factor analysis reveals that these items are only measuring 3 distinct factors. Cluster Analysis : this is used on survey data to separate respondents into distinct segments (clusters). Typically, the factors obtained from a factor analysis are used as inputs to the cluster analysis and act as the primary dimensions of a perceptual map.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
1. Conduct a survey 2. Conduct a factor analysis of the survey items 3. Conduct a cluster analysis (using the dimensions from the factor analysis as inputs) to ±nd segments 4. Use customer pro±ling to put a face on the customer segments discovered in the cluster analysis. Customer pro±ling can also be used as a “poor man’s” segmentation technique, independent of factor and cluster analysis.
Background image of page 4
1. Think of someone you know who ±ts what you know about the segment. (If you don’t know someone personally, think of realistic personality types that ±t) 2. Describe that person in great detail 1. Hobbies, purchases, habits, lifestyle, personality, etc.
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 18

Supplimental - Tools for Segmentation - Supplemental Before...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online