Research Methods

Clearing out the Garbage Can: An empirical test of variable selection and data reduction in market segmentation

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About this presentation

As conference attendees have seen over the past few years, these are exciting times for practitioners that look to improve our toolkit for marketing segmentation. But are we including the right variables in our segmentation studies? This paper will look at combining automated search algorithms and variations on latent class analysis to see whether we can demonstratively present better resolution in our findings compared to previous segmentation work with commercially accessible software.

Stuart Drucker
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