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

Entropy Fatigue Covariance Marketing Beach 

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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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