In componential segmentation the researcher is interested in decomposing survey respondents' evaluations of conjoint‐designed product descriptions into separate contributions; these contributions are due to stimulus attributes, respondent attributes, and/or conjoint‐designed situation attributes. Previous research has employed either scalar product or ANOVA‐like decompositions. The present paper extends earlier research by presenting a procedure for finding optimal market segments for given products, and vice versa. The model is developed in the context of the ANOVA‐type formulation of componential segmentation.
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Green et al. (1989) studied this question.
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