Sage Research Methods Video: Market Research - Customer Segmentation: Part 1

Name: Customer Segmentation: Part 1
Uploaded: 2020-01-13
Duration: 16 min 3 s
Description: David Schweidel, PhD, Professor of Marketing at Emory University, discusses customer segmentation in market research, including pros and cons, the segmentation-targeting-positioning framework, and three types of segmentation: demographic, geographic, and psychographic. Part 6 of the Survey Analysis to Gain Marketing Insights course.

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Video Type: Tutorial

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  Schweidel, D. (Academic). (2017). Customer segmentation: part 1 [Video]. Sage Research Methods. https://doi.org/10.4135/9781529733433
  
  Schweidel, David. "Customer Segmentation: Part 1." In Sage Video. : Emory University, 2017. Video, 00:16:03. https://doi.org/10.4135/9781529733433.
  
  Schweidel, D., 2017. Customer Segmentation: Part 1, Sage Video. [Streaming Video] London: Sage Publications Ltd. Available at: <https://doi.org/10.4135/9781529733433 & gt; [Accessed 9 Jun 2023].
  
  Schweidel, David. Customer Segmentation: Part 1. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 13 Jan 2020. doi: https://doi.org/10.4135/9781529733433. 9 Jun 2023.
  
  Customer Segmentation: Part 1 [Streaming video]. 2017. doi:10.4135/9781529733433. Accessed 06/09/2023
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Summary
Chapters
Video Info

Summary

David Schweidel, PhD, Professor of Marketing at Emory University, discusses customer segmentation in market research, including pros and cons, the segmentation-targeting-positioning framework, and three types of segmentation: demographic, geographic, and psychographic. Part 6 of the Survey Analysis to Gain Marketing Insights course.

Chapter 1: David Schweidel Reviews Factor Analysis, Factor Scores, the STP Framework, and Introduces Customer Segmentation
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- Start time: 00:00:00
- End time: 00:02:31
Chapter 2: David Schweidel Discusses the Benefits of Customer Segmentation
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- Start time: 00:02:32
- End time: 00:06:07
Chapter 3: David Schweidel Discusses Conditions When Segmentation May Not Be Effective
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- Start time: 00:06:08
- End time: 00:08:42
Chapter 4: David Schweidel Discusses the Foundation for Implementing the Segmentation-Target-Product (STP) Framework
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- Start time: 00:08:43
- End time: 00:10:56
Chapter 5: David Schweidel Discusses and Illustrates Demographic Segmentation
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- Start time: 00:10:57
- End time: 00:13:10
Chapter 6: David Schweidel Discusses and Illustrates Geographic and Psychographic Segmentation
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- Start time: 00:13:11
- End time: 00:16:03

Product: Sage Research Methods Video: Market Research
Type of Content: Tutorial
Title: Customer Segmentation: Part 1
Publisher: Emory University
Series: Survey Analysis to Gain Marketing Insights
- Publication year: 2017
- Online pub date: January 13, 2020
Discipline: Marketing
Methods: Survey research, Data analysis skills, Marketing research
Duration: 00:16:03
DOI: https://doi.org/10.4135/9781529733433
Keywords: age composition, cluster analysis, cost analysis, customer relationship management, data analysis, decision making in business, demographic data, factor analysis, gender, geography, market segmentation, market structure, marketing research, prices, product planning, profiling, psychographics in politics, regression analysis, Survey data analysis, Survey research, target markets, variability, variables (research)
People
Academic: David Schweidel

Online ISBN: 9781529733433

Copyright: © 2016 Emory University. All rights reserved.

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  Schweidel, D. (Academic). (2017). Customer segmentation: part 1 [Video]. Sage Research Methods. https://doi.org/10.4135/9781529733433
  
  Schweidel, David. "Customer Segmentation: Part 1." In Sage Video. : Emory University, 2017. Video, 00:16:03. https://doi.org/10.4135/9781529733433.
  
  Schweidel, D., 2017. Customer Segmentation: Part 1, Sage Video. [Streaming Video] London: Sage Publications Ltd. Available at: <https://doi.org/10.4135/9781529733433 & gt; [Accessed 9 Jun 2023].
  
  Schweidel, David. Customer Segmentation: Part 1. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 13 Jan 2020. doi: https://doi.org/10.4135/9781529733433. 9 Jun 2023.
  
  Customer Segmentation: Part 1 [Streaming video]. 2017. doi:10.4135/9781529733433. Accessed 06/09/2023
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Video Type: Tutorial

Transcript

Summary

Chapters

Video Info

Chapter 1: David Schweidel Reviews Factor Analysis, Factor Scores, the STP Framework, and Introduces Customer Segmentation

Chapter 2: David Schweidel Discusses the Benefits of Customer Segmentation

Chapter 3: David Schweidel Discusses Conditions When Segmentation May Not Be Effective

Chapter 4: David Schweidel Discusses the Foundation for Implementing the Segmentation-Target-Product (STP) Framework

Chapter 5: David Schweidel Discusses and Illustrates Demographic Segmentation

Chapter 6: David Schweidel Discusses and Illustrates Geographic and Psychographic Segmentation

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Customer Segmentation: Part 1

Video Type: Tutorial

Transcript

Summary

Chapters

Video Info

Chapter 1: David Schweidel Reviews Factor Analysis, Factor Scores, the STP Framework, and Introduces Customer Segmentation

Chapter 2: David Schweidel Discusses the Benefits of Customer Segmentation

Chapter 3: David Schweidel Discusses Conditions When Segmentation May Not Be Effective

Chapter 4: David Schweidel Discusses the Foundation for Implementing the Segmentation-Target-Product (STP) Framework

Chapter 5: David Schweidel Discusses and Illustrates Demographic Segmentation

Chapter 6: David Schweidel Discusses and Illustrates Geographic and Psychographic Segmentation

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