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Step 3: Collecting Data

Springer Nature, (2018), 39-55
DOI: 10.1007/978-981-10-8818-6_5
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Abstract

The outcome of a market segmentation analysis is only as good as the data upon which it is based. This chapter discusses a range of alternative sources of data that can serve as input for extracting market segments. Key potential dangers associated with each of those sources are discussed. A checklist summarises a number of questions that may assist in ensuring that data of the highest quality is being collected.

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Dolnicar, S., Grün, B., & Leisch, F. (2018). Step 3: Collecting Data. In Management for Professionals (Vol. Part F504, pp. 39–55). Springer Nature. https://doi.org/10.1007/978-981-10-8818-6_5

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