An application of a segmentation design based on a hybrid of canonical correlation and simple crosstabulation
Steven P. Schnaars Ph.D., Leon G. Schiffman Ph.D.
Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 4
Abstract
This research illustrates a practical application of a segmentation scheme based on a combination of canonical correlation and crosstabulation. A sample of readers of a popular genre of novels is segmented on the basis of psychographic, demographic, and activity measures. Four distinct consumer segments are postulated-movers and shakers, isolated readers, young swingers, and laggards. The characteristics that differentiate each of these segments are also presented.
Keywords
Latent Root, Canonical Correlation, Opinion Leadership, Consumer Segment, Book Title
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