Summary
Chapters
Video Info
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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Chapter 1: David Schweidel Reviews Factor Analysis, Factor Scores, the STP Framework, and Introduces Customer Segmentation
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Chapter 2: David Schweidel Discusses the Benefits of Customer Segmentation
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Chapter 3: David Schweidel Discusses Conditions When Segmentation May Not Be Effective
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Chapter 4: David Schweidel Discusses the Foundation for Implementing the Segmentation-Target-Product (STP) Framework
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Chapter 5: David Schweidel Discusses and Illustrates Demographic Segmentation
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Chapter 6: David Schweidel Discusses and Illustrates Geographic and Psychographic Segmentation
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