Abstract:
This paper demonstrates how accounting for respondent heterogeneity can improve marketing effectiveness in the healthcare sector. Three specific techniques, Latent Class Analysis, Hierarchical Bayesian Regression, and Decision Trees, are presented. Each is illustrated with empirical results of their application for customer retention, product development, and customer target acquisition.
Research Papers
Renewing market segmentation
Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Steve Cohen, Paul Markowitz
 
September 22, 2002
Research Papers
Measuring preference for product benefits across countries
Catalogue: Latin America 2003
Authors: Leopoldo Neira, Steve Cohen
Company: SurveyHealthcareGlobus
May 4, 2003
Research Papers
The media-product survey is not a panacea!
Catalogue: ESOMAR/WAPOR Congress 1969
Author: Marcel Marc
 
June 15, 1969
