Research Insight 5.1

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

Source: Beane, T.P., and Ennis, D.M., (1987), ‘Market Segmentation: A Review’, European Journal of Marketing, 21(5), 20-42.

Abstract: It is important to remain creative when conducting segmentation research, as many different ways to segment a market can exist. Five main bases are discussed: geographic, demographic, psychographic, behaviouristic, and image. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint analysis, multidimensional scaling, and canonical analysis.
Insight: This article provides a useful insight into the main bases for market segmentation and the strengths and weaknesses of the key statistical methods we use to analyze customer data to develop segmentation models. The article suggests there are many ways to segment a market, and it is important to exercise creativity when doing so.

URL: http://www.emeraldinsight.com/journals.htm?articleid=853025&show=abstract