Advanced issues in market segmentation research. We will investigate unresolved questions in market segmentation research that will provide answers to the following questions as outcome:
- How to pre-assess market segmentation data structure.
- How to improve the partitioning.
- How to visualize and present the resulting segmentation solutions.
- How to generalize the outcomes over multiple periods of time.
These tasks represent fundamental methodological research. The scientific significan ....Advanced issues in market segmentation research. We will investigate unresolved questions in market segmentation research that will provide answers to the following questions as outcome:
- How to pre-assess market segmentation data structure.
- How to improve the partitioning.
- How to visualize and present the resulting segmentation solutions.
- How to generalize the outcomes over multiple periods of time.
These tasks represent fundamental methodological research. The scientific significance consequently lies in knowledge development and methodological improvement. Findings will also enable both academic researchers using market segmentation methodology as well as practitioners applying such techniques to significantly improve the quality of their market structure analyses.Read moreRead less
Response style heterogeneity in empirical marketing research. This study aims to improve the validity of empirical studies by accounting for different ways in which respondents answer questionnaires (response styles) while analysing the data. Response styles have been shown to depend on the cultural background of respondents. This work therefore is of particular importance in Australia given the large number of cultural backgrounds residents come from. The proposed method will be empirically tes ....Response style heterogeneity in empirical marketing research. This study aims to improve the validity of empirical studies by accounting for different ways in which respondents answer questionnaires (response styles) while analysing the data. Response styles have been shown to depend on the cultural background of respondents. This work therefore is of particular importance in Australia given the large number of cultural backgrounds residents come from. The proposed method will be empirically tested in the context of surveys investigating sustainable tourism, public acceptance of alternative water sources and volunteering, three areas which are central to maintaining Australia's environmental sustainability and providing social and environmental services which are not covered by the commercial sector.Read moreRead less