Chapter6: Target Markets: Segmentation And Evaluation
Section: Chapter Questions
Problem 2DYMP
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In Marketing Analytics, various statistical analyses, approaches and metrics are used to support
(strategic)
Choice Models, (3) Conjoint Models, and (4) Market Response Models. In this assignment,
you are asked to build a Marketing Analytics Toolkit. Your Marketing Analytics Toolkit
should give an overview and a brief summary of all four analytical tools mentioned above
(i.e., Cluster Analysis, Choice Models, Conjoint Models and Market Response Models).
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