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Market Segmentation with Tailored Interviewing

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Market Segmentation

Part of the book series: International Series in Quantitative Marketing ((ISQM,volume 8))

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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%.

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© 2000 Springer Science+Business Media New York

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Wedel, M., Kamakura, W.A. (2000). Market Segmentation with Tailored Interviewing. In: Market Segmentation. International Series in Quantitative Marketing, vol 8. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-4651-1_12

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  • DOI: https://doi.org/10.1007/978-1-4615-4651-1_12

  • Publisher Name: Springer, Boston, MA

  • Print ISBN: 978-1-4613-7104-5

  • Online ISBN: 978-1-4615-4651-1

  • eBook Packages: Springer Book Archive

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