List 6 criteria of evaluating segmentation effectiveness (0.5 pt)
1) Identifiable
2) Substantial
3) Accessible
4) Stable
5) Differentiable
6) Actionable
- Which segmentation bases would you use for segmentation and targeting new customers who are early-adopters and why? Your answer should be based on the lecture material using two dimensions (remember a 2 x 2 table for segmentation bases) (0.5 pt)
For data analysis, the first thing you need to do is to load the data into RStudio. You may have to change/modify the data themselves in terms of format. For example, the first three rows of Kirin Data (segmentation).xls should be deleted (For your convenience, I have done that and saved as a csv file: Kirin.csv). However, you may have to take a look at Discrimination Data sheet as well for naming purpose, in Kirin Data (Segmentation).xls.
For Positioning, make sure the rows and columns match the format I used for Blackberry case. Otherwise, you will make a big error.
- Using Kirin Case (Segmentation-Targeting, Conjoint).pdf and corresponding data file (Excel csv format), answer the following:
- Questionnaire development: Based on the case and data set, you should be able to reproduce the original questionnaire that you think was used to generate this data set. In terms of format, each student can use any type and format (i.e., an unique format), but the contents would be pretty much same, because all the questions will be based on the case itself. You can use this questionnaire later whenever you want to work on segmentation analysis. In a sense, this questionnaire will be a template for future use. Be professional and complete as much as possible, in terms of contents (1 pt) and format (1 pt).
| Research Questionnaire | |
| Question | Answer |
| Age | |
| Monthly Income | |
| Level of Education | |
| Gender Orientation | |
| How flexible are you? | |
| How sociable are you? | |
| Don’t like to be tied to timetable | |
| Do you take risks? | |
| How often do you travel internationally? | |
| Do you like ethnic food? | |
| What do you know about beer? | |
| What is your weekly consumption of beer | |
| Do you like rich full bodied or light beer? | |
| Do you like your beer to have an aftertaste? | |
| Is the beer refreshing/goes down easily/give you a buss/taste good to you? | |
| How would you describe the beer pricing in relation to the value of the beer? | |
| Do you like the packaging? | |
| Do you prefer your beer to come from a country with a brewing tradition? | |
| Where do you often drink your beer (picnic/bar/dinning/serve dinner guests/with friends)? | |
| Do you think drinking beer is masculine? | |
| Do you think beer is for young people? |
- Run all the necessary modules of segmentation analysis. Include the R results and Identify the number of distinct segments present in this market (2 pts), using R. You SHOULD provide your rationale for the selection of the number of segments based on the results and case
Segments In the market:
- Identify and profile the clusters that you select. If you can, also provide names for clusters. Be complete (2 pts) Given the attributes, which clusters would you target for your marketing campaign and why? (1 pts)