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Segment Customers
Bundling
Strategy
Rules
Association
Senior and Wealthy
Rules
Bundling
Strategy
Rules
Association
Association
Family and Wealthy
Bundling
Strategy
Rules
College Students
Association
Middleclass
Bundling
Strategy
Association
Rules
Figure 2-6
Developing new product lines using segmentation and association.
the new product bundle, but also develop a subprofile of customers
in the segment most likely to purchase.
2.1.7
Survey Analysis
Thousands of surveys are conducted every day. The value of these
surveys is often realized through straightforward statistical analysis
and deductive reasoning. For example, consider a customer service
satisfaction survey for a wireless telecommunications provider. Typi-
cally, such survey results are provided as bar charts of the population
according to age group, income level, household size, and marital
status. Questions are often summarized, for example, 50 percent of
respondents rated quality of service low. Sometimes, results will
even be correlated with a particular demographic, for example,
15 percent of 20- to 30-year-olds rated quality of service low while
80 percent of 30- to 40-year-olds did so. However, there may be more
complex combinations of demographics that could shed more light
on a particular response. For example, 75 percent of those who rated
quality of service low have income between $75K and $100K, have a
household size of 5, have over 1,000 minutes of usage per month, and
travel for work more than 50 percent of the time. This kind of infor-
mation helps to target a specific profile of persons and possibly even
helps to pinpoint the reason for the low quality of service rating.
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