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Research papers

A comparative analysis of alternative segmentation methodologies

Using behavioral data, two alternative segmentation methodologies, regression and cluster analysis, were compared on the basis of rigor, reliability, parsimony, interpretability and strategic implications for retailers. Regression analysis is the...

Catalogue: ESOMAR Congress 1989
Authors: Douglas J. Tigert, Stephen J. Arnold
September 1, 1989
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Citation

Tigert and Arnold (1989a, September 01). A comparative analysis of alternative segmentation methodologies. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-comparative-analysis-of-alternative-segmentation-methodologies


Research papers

Market monitoring through attitude research

The need to monitor market changes, competitive activities and own performance is satisfied with a measurement procedure based upon consumer attitudes. In addition to being simple and inexpensive to administer, the procedure demonstrates reliability,...

Catalogue: Seminar 1974: Management Information For Retail Organisations
Authors: Stephen J. Arnold, Douglas J. Tigert
April 1, 1974
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Citation

Arnold and Tigert (1974a, April 01). Market monitoring through attitude research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/market-monitoring-through-attitude-research