TITLE

A RESPONSE TO MALHOTRA'S COMMENT ON TESTING THE HOMOGENEITY OF SEGMENTS: REPLY

AUTHOR(S)
Ciensch, Dennis H.
PUB. DATE
January 1987
SOURCE
Marketing Science;Winter87, Vol. 6 Issue 1, p100
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The focus of Dennis H. Gensch's article is on the conceptualization of methodology to identify the "switchable" customers within a given segment or population. This methodology is independent of methods of segmenting a population. The empirical work on segmenting a population, reported in this article and using the test Malhotra criticizes was performed prior to the recommended pooling test being published in the marketing literature.
ACCESSION #
4481655

 

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