A survey of the challenges and pitfalls of cluster analysis application in market segmentation

Tuma MN, Decker R, Scholz S (2011)
International Journal of Market Research 53(3): 391-414.

Zeitschriftenaufsatz | Veröffentlicht | Englisch
 
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Abstract / Bemerkung
Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last SO years, the ways in which the results were obtained have often been reported to be less than satisfactory by both practitioners (Yankelovich & Meer 2006) and academics (Dolnicar 2003). In order to provide guidance to those undertaking market segmentation, this study discusses the critical issues involved when using cluster analysis to segment markets, makes suggestions for best practices and potential improvements, and presents an empirical survey that seeks to provide an up-to-date assessment of cluster analysis application in market segmentation within a six-stage framework. Analyses of more than 200 journal articles published since 2000, in which cluster analysis was empirically used in a marketing research setting, indicate that many critical issues are still ignored rather than addressed adequately.
Erscheinungsjahr
2011
Zeitschriftentitel
International Journal of Market Research
Band
53
Ausgabe
3
Seite(n)
391-414
ISSN
1470-7853
eISSN
1470-7853
Page URI
https://pub.uni-bielefeld.de/record/2289571

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Tuma MN, Decker R, Scholz S. A survey of the challenges and pitfalls of cluster analysis application in market segmentation. International Journal of Market Research. 2011;53(3):391-414.
Tuma, M. N., Decker, R., & Scholz, S. (2011). A survey of the challenges and pitfalls of cluster analysis application in market segmentation. International Journal of Market Research, 53(3), 391-414. https://doi.org/10.2501/IJMR-53-3-391-414
Tuma, Michael Nche, Decker, Reinhold, and Scholz, Sören. 2011. “A survey of the challenges and pitfalls of cluster analysis application in market segmentation”. International Journal of Market Research 53 (3): 391-414.
Tuma, M. N., Decker, R., and Scholz, S. (2011). A survey of the challenges and pitfalls of cluster analysis application in market segmentation. International Journal of Market Research 53, 391-414.
Tuma, M.N., Decker, R., & Scholz, S., 2011. A survey of the challenges and pitfalls of cluster analysis application in market segmentation. International Journal of Market Research, 53(3), p 391-414.
M.N. Tuma, R. Decker, and S. Scholz, “A survey of the challenges and pitfalls of cluster analysis application in market segmentation”, International Journal of Market Research, vol. 53, 2011, pp. 391-414.
Tuma, M.N., Decker, R., Scholz, S.: A survey of the challenges and pitfalls of cluster analysis application in market segmentation. International Journal of Market Research. 53, 391-414 (2011).
Tuma, Michael Nche, Decker, Reinhold, and Scholz, Sören. “A survey of the challenges and pitfalls of cluster analysis application in market segmentation”. International Journal of Market Research 53.3 (2011): 391-414.
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