Market Data Analysis Using JMP

Introduction

Segmentation, a major topic in market research, is very broad with numerous applications. Businesses spend a lot of money, time, and human capital identifying, interpreting, and using market segments to improve their key business metrics. The focus of this chapter is the identification, interpretation, and profiling of market segments using JMP.

This chapter has four main sections:

1. The first section discusses the role and importance of segmentation in any business. The segmentation literature is vast to say the least, and this is only the published papers. Many market researchers, either in consulting firms or major corporations, have their own proprietary methodologies, which makes the field even larger. Nonetheless, all ...