Methodological reasons for the theory/practice divide in market segmentation

被引:45
作者
Dolnicar, Sara [1 ]
Lazarevski, Katie [1 ]
机构
[1] Univ Wollongong, Sch Management & Mkt, Mkt Res Innovat Ctr MRIC, Northfields Ave, Wollongong, NSW 2522, Australia
基金
澳大利亚研究理事会;
关键词
Market segmentation; Methodology; Theory/practice divide;
D O I
10.1362/026725709X429791
中图分类号
F [经济];
学科分类号
02 ;
摘要
A theory/practice divide exists in market segmentation. The main reasons are the focus of academic studies on statistical techniques, and managers' lack of understanding of fundamental segmentation basics (Dibb 2005; Greenberg and McDonald 1989). To date, only one study has explored methodological reasons for the theory/practice divide: Dibb and Simkin 1994. We extend their work by: (1) detailing key methodological aspects likely to cause difficulties in translating segmentation findings into managerially useful information, and (2) empirically investigating specific research questions about methodologyinduced reasons for the theory/practice divide derived from both theory and the propositions of previous studies. Results indicate a large proportion of managers lack a fundamental understanding of market segmentation methodology, thus over-interpreting the validity of solutions. More than 60% of managers indicated that to them, market segmentation is like a "black box", and they have difficulties interpreting presented segmentation solutions. Practical recommendations for improvement are provided.
引用
收藏
页码:357 / 373
页数:17
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