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Market Segmentation with Tailored Interviewing

  • Michel Wedel
  • Wagner A. Kamakura
Part of the International Series in Quantitative Marketing book series (ISQM, volume 8)

Abstract

In this chapter we introduce the concept of tailored interviewing as a method to reduce respondent burden and interviewing cost. We then present a tailored adaptive interviewing procedure designed for market segmentation that is based on a mixture model approach. An application to life-style segmentation is provided, in which we demonstrate that the respondent burden is reduced by almost 80%.

Keywords

Mixture Model Item Response Theory Item Parameter Item Bank Market Segmentation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Science+Business Media New York 2000

Authors and Affiliations

  • Michel Wedel
    • 1
  • Wagner A. Kamakura
    • 2
  1. 1.University of GroningenThe Netherlands
  2. 2.University of IowaUSA

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