IDEAS home Printed from https://ideas.repec.org/a/pet/annals/v12y2012i3p39-48.html
   My bibliography  Save this article

Post-Hoc Segmentation Using Marketing Research

Author

Listed:
  • Cristinel Constantin

    (Transilvania University of Brasov, România)

Abstract

This paper is about an instrumental research conducted in order to compare the information given by two multivariate data analysis used fordividing a population in clusters. These methods are K-means cluster and TwoStep cluster, which are available in SPSS system. Such methods could be used in post-hoc market segmentations, which allow companies to find segments with specific behaviours or attitudes. The research scope is to find which of the two methods is better for market segmentation practice. The outcomes reveal that every method has strong points and weaknesses. These ones are related to the relevance of segments description and the statistic significance of the difference between segments. In this respect, the researchers should compare the results of the named analyses and choose the method which better discriminate between the market segments.

Suggested Citation

  • Cristinel Constantin, 2012. "Post-Hoc Segmentation Using Marketing Research," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 12(3), pages 39-48.
    • Handle: RePEc:pet:annals:v:12:y:2012:i:3:p:39-48
    as

    Download full text from publisher

    File URL: http://www.upet.ro/annals/economics/pdf/2012/part3/Constantin.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Catalin Mihail BARBU, 2011. "Cultural Adaptation Of Products," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 105-110, May.
    2. Codruța Dura & Imola Drigă, 2011. "The Use of Ranking Sampling Method within Marketing Research," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 11(1), pages 77-88.
    3. Mariana Man & Roxana Maria Marin, 2011. "Aspects Regarding the Evolution of Romania’s Public Debt in the Context of its Integration within The E.U. and of Worldwide Financial Crisis," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 11(1), pages 129-136.
    4. Mariana Man & Emilia Vasile, 2009. "Economic Value Added - Index of Companies’ Internal Performance," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 9(2), pages 115-120.
    5. Hruschka, Harald & Natter, Martin, 1999. "Comparing performance of feedforward neural nets and K-means for cluster-based market segmentation," European Journal of Operational Research, Elsevier, vol. 114(2), pages 346-353, April.
    6. Emilia Vasile & Daniela Carapancea & Mariana Balan, 2011. "Types of Decisions Based on Multi-Criteria Analysis Applicable to Extractive Industry. Theoretical Approaches," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 11(1), pages 267-276.
    7. Codruţa Dura & Imola Drigă & Dorina Niţă, 2010. "Statistical Landmarks And Practical Issues Regarding The Use Of Simple Random Sampling In Market Researches," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 10(2), pages 111-124.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. YongSeog Kim & W. Nick Street & Gary J. Russell & Filippo Menczer, 2005. "Customer Targeting: A Neural Network Approach Guided by Genetic Algorithms," Management Science, INFORMS, vol. 51(2), pages 264-276, February.
    2. Ja-Shen Chen & Russell K H Ching & Yi-Shen Lin, 2004. "An extended study of the K-means algorithm for data clustering and its applications," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 55(9), pages 976-987, September.
    3. Alireza Bashiri Mosavi & Amir Afsar, 2018. "Customer Value Analysis in Banks Using Data Mining and Fuzzy Analytic Hierarchy Processes," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 17(03), pages 819-840, May.
    4. Mohamed El Komi & Mona Said, 2017. "The Nexus Between Informal Credit and Informal Labor for Micro and Small Enterprises in Egypt: Sources of Finance and Enterprises Informality: Evidence from MSE Surveys in Two Governorates," Working Papers 1074, Economic Research Forum, revised 03 2017.
    5. Y Hayashi & M-H Hsieh & R Setiono, 2009. "Predicting consumer preference for fast-food franchises: a data mining approach," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(9), pages 1221-1229, September.

    More about this item

    Keywords

    marketing research; market segmentation; multivariate analysis; K-means cluster; TwoStep cluster; statistic significance;
    All these keywords.

    JEL classification:

    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
    • C82 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Macroeconomic Data; Data Access
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pet:annals:v:12:y:2012:i:3:p:39-48. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Imola Driga (email available below). General contact details of provider: http://www.upet.ro/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.