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Market Data Analysis Using JMP by Walter R. Paczkowski

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Segmentation Approaches

Introduction

There are many ways to segment a market. I’ve already categorized these as a priori and post hoc. Figure 7.9 Segmentation Approaches illustrates their relationship and methods under each. The a priori category relies on the client’s or management’s prior knowledge of the market. For the Case Study, management strongly believed that the market was simply divided into small and large firms: small firms have five or fewer lawyers.
Figure 7.9 Segmentation Approaches
The post hoc category is a set of methods used after data are collected. There are three methods in this category: clustering, decision trees, ...

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