Life-Style Segmentation with Tailored Interviewing

Journal of Marketing Research, Vol. 32, 1995

10 Pages Posted: 23 Mar 2014

See all articles by Wagner A. Kamakura

Wagner A. Kamakura

Rice University

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Date Written: 1995

Abstract

The authors present a tailored interviewing procedure for life-style segmentation. The procedure assumes that a life-style measurement instrument has been designed. A classification of a sample of consumers into life-style segments is obtained using a latent-class model. With these segments, the tailored interview procedure classifies consumers into the same segments in future studies. The procedure minimizes the error of misclassification and decreases the interview costs by using only a fraction of the items for each respondent. In an empirical application to a questionnaire designed to assess lifestyle related to the consumption of fashion, the authors obtain a classification that agrees with the full interview (i.e., using all scale items) for 73% of the respondents while using only 22% of all the questions in a traditional life-style battery.

Suggested Citation

Kamakura, Wagner A. and Wedel, Michel, Life-Style Segmentation with Tailored Interviewing (1995). Journal of Marketing Research, Vol. 32, 1995. Available at SSRN: https://ssrn.com/abstract=2412749

Wagner A. Kamakura (Contact Author)

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

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