targeting research: segmentation
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Targeting Research: Segmentation
Birds of a feather flock together, i.e. people with similar characteristics tend to exhibit similar behaviors
Characteristics on which to segment include:– Demographics– Geographics– Psychographics– Attitudes and behaviors relevant to a brand of
product category
Demographic Segmentation
Age: only useful when appropriate ranges are used to define age group segments
Too broad (18-45) blurs differences between segments Too narrow (18-20) results in too many small segments
Gender Household characteristics Life stage: combination of all of the above (see page
447) Race and Ethnicity Social Class: comprised of education, occupation,
and income
Geographic Segmentation
Region– East, North, West, South– Pacific, Mountain, West North Central, West South Central,
East North Central, East South Central, South Atlantic, Middle Atlantic, New England
Population Size– MSA, PMSA, CMSA
Population Density Climate
Psychographic Segmentation
Attitudes and Values– Different attitudinal segments typically require
different advertising messages– Different attitudinal segments often have different
media habits, requiring different media plans
Motivations– Reasons for purchase, i.e. pregnancy tests
Lifestyle
Category and Brand Related Attitudes and Behaviors
Product Usage– Brand usage– Product usage– Quantity of consumption– Situation of consumption
Brand Loyalty Benefit
Performing Segmentation Research (figure 19.2, p. 456)
Determine basis for segmentation and descriptive variables– Segmentation variables are the variables used to create subgroups, or
market segments– Descriptive variables are used to describe differences between the
subgroups Identify range of segmentation and descriptive variables Collect data Form groups using cluster analysis Describe each cluster or segment using descriptive variables
– Radar charts are very useful for this Name and describe each segment Relate segments to particular brand behaviors Select a segment to target
Determine the Basis for Segmentation
Select segmentation variables– Relevant to product category– Related to category, product, or brand related
perceptions or behaviors– Have a high likelihood of being causal factors of
category , product or brand choice and usage
Identify Descriptive Variables
Equivalent of dependent variables Used to further describe or identify segment
members Necessary to provide an understanding of
the internal characteristics of each segment
Identify the Range of Segmentation and Descriptive Variables
There are no “Standard” categories or ranges for segmentation variables– Specific to the researchers informational needs
Language use Use to guide content and form attitude or
other scales
Sample and Survey the Population
Random or stratified random sampling
Mail or telephone surveys
Typically likert scale questions
For groups using cluster analysis
Respondents with similar patterns of response to segmentation variables are placed in the same group
Frequencies (cross tabs) on segmentation variables used to summarize differences between groups
Use a radar chart to present a better descriptor of segments
Example Radar Chart from Table 19.5 data (partial)
0
10
20
30
40Survival
Housing
Functionality
Entertainment
Security
Status
Belonging
Nurturance
Final Steps
Describe each sentence in narrative, without using the numbers
Describe segments further based on descriptive variables
Relate Segments to Brand specific behaviors Select a segment
Cluster Analysis in SPSS
Identify segmentation variables– Be sure to tell SPSS to save cluster assignments as a
variable
SPSS automatically cross-tabulates data on each segmentation variable for each cluster
Identify defining characteristics for each cluster, now called a segment
Compare meaningful descriptive variables across segments
Group Practice
Page 479, Exercise #3
Each group pick three product categories For each, determine the most important
segmentation type Identify at least four segmentation and descriptive
measures Craft the specific items to measure those variables
Q-Methodology
Method of targeting using a large set of statements (q-sample) that respondents are asked to rank based on their agreement with the statements
Factor analysis is used to identify groups Typically results in groups based on
perceptions and attitudes
Q-Methodology Process
Develop, Edit, and Select Q-sort statements Select type of sort Determine Sample Characteristics Create Instructions Administer and Record the Sort Analyze data Apply findings to decision
Selection of statements
Prior projects Prior survey research Responses to open ended, in depth interview
questions Volunteered comments in focus groups Responses to projective stimuli such as
sentence completion and picture projection Brainstorming or idea-generation sessions
Statement Selection
Range of statements– Must be unbiased, i.e. same number of positive,
negative and neutral statements– If more than one concept, equal number of
statements for each concept
Item appropriateness Item Clarity Item independence
Types of Q-sorts
Forced– A predetermined number of cards are to be
placed on each point of the scale
Unforced– Any number of statements may be placed on any
point of the scale
Little agreement about which type is better, so use whichever you prefer
Select the sample
Due to the difficult nature of the task, samples tend to be small, yet representative of the population– Number of popluation variables that are important– Number of required replications (between 3-5)– See table 20.1, page 493
Create Instructions, Administer Sort
Establish and communicate sorting criteria– “sort the statements to reflect how much you think
each is ‘most like my point of view’ or ‘most unlike my point of view’.”
Record placement of each statement using numerical scale position– Depending on the number of statements, you may
have anywhere from 7 to as many as 11 points on the scale
Analysis of Q-sort data
Variables are individuals, cases are statements Factor analysis then groups the individuals Examine attitudinal characteristics by comparing
mean scores of individual statements across factors (groups)
Once group attitudes are identified, demographics, brand related behaviors or other salient characteristics of individuals in each group are compared
Group Practice
Page 501-502 Application exercises 1, 2, and 4
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