Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful

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Tác giả: Sara Dolnicar, Bettina Grün, Friedrich Leisch

Ngôn ngữ: eng

ISBN-13: 978-9811088186

Ký hiệu phân loại: 658.83 Market research

Thông tin xuất bản: Singapore : Verlag der Österreichischen Akademie der Wissenschaften, 2018

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Bộ sưu tập: Tài liệu truy cập mở

ID: 219586

 Dieses Open Access Buch offeriert allen etwas, die mit Marktsegmentierung zu tun haben: praktische Anleitungen für Anwender von Marktsegmentierungslösungen, organisatorische Hilfe zur Umsetzung und Datensammlung, sowie Hilfe zur technischen und statistischen Umsetzung von Marktsegmentierungsanalysen. Auch Experten der Marktsegmentierung finden neue Werkzeuge, inbesonders eine umfangreiche Sammlung von Visualisierungsmethoden zur einfacheren Interpretation und Selektion von Marktsegmenten. Alle Berechnungen werden nicht nur detailliert erklärt, sondern von R Code begleitet, welcher es dem Leser erlaubt, alle Analysen im Buch mit Hilfe der Open Source Statistiksoftware R zu replizieren. This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions
  organisational guidance on implementation issues
  guidance for market researchers in charge of collecting suitable data
  and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.
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