Overview

In Market Segmentation, Dr. Struhl explains this often misunderstood discipline in a clear and easy-to-read style. Part 1 discusses the terminology and basics--and cuts through the jargon that so often can confuse the subject (and the reader). Part 2 explains the steps you need to take in a successful segmentation study, with detailed descriptions of the methods you will encounter, and a step-by-step explanation of how to do segmentation, from preparing the survey to the final deliverables. A practical guide like this is, in our experience, genuinely unique. We promise you that this will be almost entirely free of equations. In the sections discussing techniques, you will find examples and illustrations that clarify key points and show how everything gets done. This is a truly indispensable guide to keep close at hand while you do or consider any segmentation study.

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9781492781745

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Dr. Struhl has more than 25 years' experience in consulting and research, specializing in providing useful solutions based on mathematical models of decision-making and behavior. His work addresses how buying decisions are made and understanding consumer groups and their motivations. His experience includes serving 15 years as Senior Vice President for marketing sciences at Total Research and Harris Interactive and Director of Market Research at SPSS, Inc., where he guided development of new statistical software, as well as senior positions in consulting, financial services and communications. Dr. Struhl has designed, conducted and analyzed studies in many areas including: Discrete choice modeling and conjoint analysis, Price sensitivity and elasticity modeling, market segmentation, customer loyalty/commitment and retention, Bayesian analytical methods and other machine learning methods, data mining, text and Web data analytics, best-prospect or best-customer identification models, optimization of communications and media mix, and graphical display of complex data. In addition to this book, he has written many articles on multivariate analysis, computer software, and psychology. He also speaks at conferences and has given numerous seminars on pricing, choice modeling, market segmentation, and presenting data; and has taught graduate courses in statistical methods and data analysis. Dr. Struhl holds an MBA from the University of Chicago, a doctorate in psychology and MA and BA degrees.

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