Market segmentation: a proposed methodology for associating clients and products in the real estate market
This article proposes a new methodology to analyze market segmentation. Chi-Square Automatic Interaction Detection (CHAID) technique and the proposed approach allow to directly associate consumers and dwelling products, providing support for decision-making related to marketing strategies. An empiri...
שמור ב:
| Main Authors: | , |
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| פורמט: | Online |
| שפה: | por |
| יצא לאור: |
ANTAC - Associação Nacional de Tecnologia do Ambiente Construído
2008
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| גישה מקוונת: | https://seer.ufrgs.br/ambienteconstruido/article/view/5181 |
| תגים: |
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| סיכום: | This article proposes a new methodology to analyze market segmentation. Chi-Square Automatic Interaction Detection (CHAID) technique and the proposed approach allow to directly associate consumers and dwelling products, providing support for decision-making related to marketing strategies. An empirical example is analyzed using a database, which contains data obtained in interviews with around 3000 prospective clients while searching for a new home. The statistical association between the two groups, resulting from the application of the proposed methodology, provides more useful results than those previously reported in the literature. |
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