• DOI:10.1016/J.IJRESMAR.2003.04.001
Corpus ID: 154209711

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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