论文信息 - On the Study of Consumer Typologies

On the Study of Consumer Typologies

This article presents a new method of empirical classification, shows how it is used to develop a consumer typology, and tests the sensitivity of the typology to various changes in assumptions, operations, and procedures. These operational effects are considered from the viewpoint of their significance in typology generation and for the long-run potential of classification methods and procedures in marketing and market segmentation.

J. Myers | F. Nicosia

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