ENT-5140

Crawford, R. (2022). Seeing the bigger picture: Why market research history matters? International Journal of Market Research, 64(2), 187–199. https://doi.org/10.1177/14707853211067701
Historical perspectives on the negative outcomes of poor market research.

Yallop, A. C., Baker, J. J., & Wardle, J. (2022). Market research and insight: Past, present and future. International Journal of Market Research, 64(2), 163–168. https://doi.org/10.1177/14707853221080735
Marketing Research with a forward looking lens provided by an understanding of the past.

What is market segmentation. (2021). [Video/DVD] Business Professor.
A primer on market segmentation.

Using data for market segmentation. (2021). [Video/DVD] Business Professor.
How data is used for market segmentation.

What makes good market segments. (2021). [Video/DVD] Business Professor.
A primer on what makes good market segments.

How do we segment consumer markets. (2021).[Video/DVD] Business Professor.
Primer on how to segment market groups.

Rascher, D., Nagel, M. S., Cortsen, K., & Richardson, T. (2021). Who are our fans: An application of principal component-cluster technique analysis to market segmentation of college football fans. Journal of Applied Sport Management, 13(1), 1–9.
A real-world example of market segmentation and analysis.

Learning Seed (Producer). (2004). Positioning: How advertising shapes perceptions. [Video/DVD] Learning Seed.
How marketing can affect perceptions where a need or want is unknown or missing.