Affiliation:
1. Southern Methodist University.
2. Departments of Psychology and Mathematics, UCLA.
3. SRI International.
Abstract
Overall evaluation of market segmentation often is based on variance-explained measures, such as R2. However, variance explained measures can be misleading if applied to the managerial problem of selecting target segments. Richness curves are proposed as an alternative way of evaluating market segmentation. Statistical considerations (bias and stability) are addressed.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
3 articles.
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