Kuwait-University-Journal-of-Law-header
Search
Journal of Law

Previous Issues

Advance Search
Year : From To Vol
Issue Discipline:
Author

Volume :6 Issue : 3 1999      Add To Cart                                                                    Download

A New Approach for Market Segmentation Strategy: An Empirical Investigation of the Model of Automatic Interaction Detection

Auther : Thabet A. Edris

This research offers a new approach for market segmentation strategy, by using Chis-quare Automatic Interaction Detection (CHAID). It aims to provide both marketing researches and practitioners with the needed information on this new multivariate technique in terms of its nature, procedures, and applications in marketing research in general. Particular emphasis was placed on the application of CHAID to market segmentation with especial case to the credit card usage behavior. The results revealed the usefulness of this analytical technique in many ways. Firstly, reducing a large scale-data. Secondly, identifying and profiling the user and non-user segments of credit cards in a visible tree-diagram. Finally, determining the key predictors that best explain the total variance in the credit card usage behavior after taking into account the probable interaction between every two predictors. CHAID enables researchers to test certain hypotheses related to the relationship between the dependent and independent variables, as well as the differences among the extracted segments.

Journal of Law
Journal of Law

You are Visitor No.

77752

Journal of Law
Tell your friendsJournal of Law
Journal of Law
Journal of Law

Last Updated

Nov 19, 2019

Journal of Law
Journal of Law
Journal of Law

Please enter your email Here to receive our news

Journal of Law