Market Segmentation Analysis: A Step-by-Step Guide

The book Market Segmentation Analysis Understanding It, Doing It, and Making It Useful provides a a step-by-step guide to market segmentation, which covers everything from the initial decision by an organisation to go ahead and seriously commit to considering market segmentation as a strategy tool all the way to how to best construct and interpret market segments, assess their attractiveness and choose the most promising segment to target. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. Most recommendations made in the book are based on scientific evidence which is presented to readers. Key unique aspects of the book are: (1) The book comes with R code which allows the reader to replicate all the calculations discussed. R is the fastest growing statistical computing environment which can be used freely under the GNU general public license. (2) The book offers checklists which guide data analysts and users through every step and every decision that needs to be made when conducting market segmentation analysis. (3) Recommendations made in the book are backed by scientific evidence. (4) The book incorporates both methodological / technical issues and organisational / user / managerial aspects of market segmentation. (5) The book covers a wide range of different segmentation algorithms, including algorithms not discussed in any other market segmentation book, such as bi-clustering and bagged clustering. (6) The book discusses aspects of market segmentation analysis which have not been covered in any other book previously, including sample size requirements and data exploration methods to determine whether natural segments are revealed or artificial segments are created.