Posted by Sherman Whipple on February 04, 2002 at 13:13:16:
In Reply to: Segmenation posted by Ryan on February 02, 2002 at 15:52:51:
Ryan,
This is an interesting pursuit because, technically, consumer attitudes are invalid in a segmentation frame because attitudes vary by context. Therefore if you are conducting quantiative market research to achieve a degree of projectablity to project or model consumer behavior, and wish to aviod commonanlites, you would treat attitudes only as a vairable being segmented, and not part of the frame itself.
On the other hand, if you are doing qualitative customer classification, and seeking only a relative/subjective insight to a known and fixed context, then, you would use attitudinal classifications or groupings in your frame. For this method, which is popularly referred to as marketING segmentation, probably the best source is Philip Kotler who has written numerous books on the subject.
If, on the other hand, you are looking for the first type, stick with standard demographic or circumstantial segments and layers, appropriate to the population under study and relevant to your information requirement.