Two basic questions facing the researcher when dealing with backwards segmentation relate to the choice of the data handling technique and the choice of variables to work with. The findings reported here suggest that the latter question is far more crucial than the first. Whereas choice of technique to a large extent may be a question of the type of data available (metric/nonmetric, etc.) the choice of variables to work with turns out to be highly critical. For that reason it may be advisable to put more time into the latter question. Another conclusion established in the studies reported here is that backwards segmentation is useful in the sense that it makes it possible to identify segments, which differ in relation to the product studied. Moreover in the two studies reported here (and a couple of others not described) it seems that the segments which emerge normally will consist of one totally positive and a number of segments being negative for different reasons. Finally, a somewhat negative--but not unexpected--conclusion can be mentioned. Seemingly the segments thus identified do not differ largely in terms of more traditional variables such as income, age, sex. etc.
This study deals with doctors perceptions, images, attitudes, behaviour and usage habits as they are related to the subject of "Imported vs. Local Drugs". The study was conducted on a personal interview basis with a sample of 400 regular practitioners, randomly selected from the total doctor population in Israel. The subject areas included in this study were: A. Awareness of attitude towards Israeli made drugs vis a vis imported ones (towards the industry as a whole, separate companies and also separate marketing problems); B. How doctors see themselves professionally; C. Exposure and attitudes towards advertising and promotional mix; D. Professional & demographic background.
The panel pointed out that there were programs available, at least in England, that produced clusters on a more satisfactory basis. The TYPOL method is an "average linkage" procedure based on an effectively random order of presentation rather than, even, the grouping of those maximum linkages first. Phase 3, however, permitted some tidying up. The main usefulness was seen as a relatively cheap method of producing descriptive clusters.