Warianty tytułu
Approaches to the Studies of Market Segmentation
Języki publikacji
Abstrakty
Segmentacja rynku jest jedną z najbardziej rozległych i trudnych obszarów badań marketingowych. Autor wyróżnia i omawia dwa podstawowe typy podejść w badaniach segmentacji rynku, tj: dezagregacja rynku na makrosegmenty w oparciu o struktury produkt-rynek oraz agregacja a priori lub post hoc konsumentów - w celu identyfikacji mikrosegmentów rynku.
The paper deals with basic approaches to the studies of consumption goods market segmentation. The starting point is the difference between macrosegmentation and microsegmentation of the market and, within the latter, the difference between the a prion segmentation and post hoc segmentation. The divisions are important for the identification of variables being the segmentation base, and profile variables. A proper classification of variables necessitates - beside determining an approach to the research - also taking into consideration the purpose of the studies as well as analytical techniques used in the research. Taking into consideration the selected criteria and approaches to the segmentation, three main currents of the segmentation studies have been characterized at large: 1) the behavioral current stressing the relational character of the market segments (response functions, satisfaction deficiency matrix), 2) the psychographic current connected with the latent dimension of segmentation (psychographic inventory, latent structure analysis, structural-causal models LISREL, factor analysis), 3) the perceptional current based on the space and properties of products in consumers' views (analysis of similarities and preferences, distance models and vector models). (original abstract)
Rocznik
Numer
Strony
19--35
Opis fizyczny
Twórcy
autor
Bibliografia
- Abell D., Defining the Business: the Starting Point of Strategic Planning, Englewood Cliffs, New York 1980.
- Assael H., Roscoe M., Approaches to Market Segmentation Analysis, "Journal of Marketing" 1976, Oct.
- Bass F., Tigertm D., Lonsdale R., Market Segmentation - Group versus Individual Behavior. "Journal of Marketing Research" 1968. No. 3.
- Coombs C., Dawes R., Tversky A., Wprowadzenie do psychologii matematyczną, PWN, Warszawa 1977.
- Dillon W.R., Madden T.J., Firtle N.H., Marketing Research in a Marketing Environment, Times Mirros Mosby College Pub, St. Louis 1987.
- Dillon W.R., Mulani N., LADI: A I-atent Discriminant Model for Analyzing Marketing Research Data. "Journal of Marketing Research" 1989, No. 1.
- Frank R., Massy R., Wind Y., Market Segmentation. Englewood, Prentice Hall 1972.
- Green P., A New Approach to Market Segmentation, "Business Horizons" 1977, No. 1.
- Green P., Carmone F., Multidimensional Scaling and Related Techniques in Marketing Analysis, Allyn and Bacon 1970.
- Green P., Carmone F., Segment Congruence Analysis; A Method for Analysing Association among Alternative Bases for Market Segmentation, "Journal of Consumer Research" 1977, March.
- Green P., Carmone F., Wachspress D., Consumer Segmentation via Latent Class Analysis, "Journal of Consumer Research" 1976, Dec.
- Green P.E., Tull D.S., Albaum G., Research for Marketing Decisions. Prentice-Hall, New York 1988.
- Grover R., Sminivasen V., A Simultaneous Approach to Market Segmentation and Market Structuring. "Journal of Marketing Research" 1987, May.
- Kamakura W., Novak T., Value System Segmentation; Exploring the Meaning of LOV, "Journal of Consumer Research" 1992. June.
- Lazarsfeld P., Henry N., Latent Structure Analysis. Houghton Mifflin, Boston 1968.
- Mitchell J., Measurement Scales and Statistics: A Clash of Paradigms, "Psychological Bulletin" 1986, No. 100.
- Myers J.H., Benefit Structure Analysis: A New Tool for Product Planning. "Journal of Marketing" 1979. No. 4.
- Mynarski S., Segmentacja rynku a nieokreśloność wyboru konsumenta, "Handel Wewnętrzny" 1980, nr 1.
- Peter J.P., Dacin P.A., Measurement Scales. Permissable Statistics, and Marketing Researdi. w: Marketing Theory Applications. AMA Winter Educator's Conference 1991. vol. 2.
- Pociecha J., Statystyczne metody segmentacji rynku, "Zeszyty Naukowe" AE Kraków 1986.
- Stevens S.S., On the Theory of Scales Measurement. "Science" 1946, No. 103.
- Townsend J.T., Ashby F.G., Measurement Scales and Statistics: The Misconception Misconceived, "Psychological Review" 1984, No. 96.
- Walesiak J., Zastosowanie metod wielowymiarowych w badaniach marketingowych, "Zeszyty Naukowe" AE, Wrocław 1993.
- Wind Y., Cardozo R., Industrial Market Segmentation, "Industrial Marketing Management" 1973, No. 3.
- Wind Y., Issues and Advances in Segmentation Research, "Journal of Marketing Research" 1978 Aug.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000000001897