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Post-Hoc Segmentation Using Marketing Research

Author

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  • 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

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    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    Full references (including those not matched with items on IDEAS)

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    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

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