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.

Transcript

Video Type: Tutorial

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  Schweidel, D. (Academic). (2017). Customer segmentation: part 1 [Video]. SAGE Research Methods. https://dx.doi.org/10.4135/9781529733433
  
  Schweidel, David. "Customer Segmentation: Part 1." In SAGE Video. : Emory University, 2017. Video, 00:16:03. https://dx.doi.org/10.4135/9781529733433.
  
  Schweidel, D., 2017. Customer Segmentation: Part 1, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <https://dx.doi.org/10.4135/9781529733433 & gt; [Accessed 26 Sep 2022].
  
  Schweidel, David. Customer Segmentation: Part 1. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 13 Jan 2020. doi: https://dx.doi.org/10.4135/9781529733433. 26 Sep 2022.
  
  Customer Segmentation: Part 1 [Streaming video]. 2017. doi:10.4135/9781529733433. Accessed 09/26/2022
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Summary

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.