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This comment constructively re-examines Van Auken's and Lonial's (1984) article in regards to its capacity to (1) conclude that problems and benefits are independent theoretical constructs and (2) to determine the suitability of segment congruence analysis (SCA) and the log-linear modeling in market segmentation research. A few conceptual and methodological caveats are identified, with the objective of facilitating future research into the potential of “problem data” and the value of SCA and log-linear modeling.
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Donald W. Eckrich (1984) studied this question.
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