Retention of latent segments in regression-based marketing models

@article{Andrews2003RetentionOL,
  title={Retention of latent segments in regression-based marketing models},
  author={R. Andrews and Imran S. Currim},
  journal={International Journal of Research in Marketing},
  year={2003},
  volume={20},
  pages={315-321}
}
  • R. Andrews, Imran S. Currim
  • Published 2003
  • Economics
  • International Journal of Research in Marketing
  • Abstract Product design and marketing mix decisions for segmented markets depend crucially on the correct specification of marketing models used as input to these decisions. With real-world data, the true number of segments in a market is unknown. Current evidence from simulation studies suggests that the accuracy of commonly used criteria for determining the number of segments in a market depends on the usage context, including the type of distribution being used to describe the data, the… CONTINUE READING
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