Uncertainties: an investigation of aleatory and epistemic errors in market segmentation analysis.
Despite the popularity of cluster analysis as a segmentation tool, its limitations continue to include the production of random solutions and the existence of uncertainties. This study aims to assist marketers in understanding the characteristics of festival goers based on music events in Malaysia....
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Routledge
2023
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| Subjects: | |
| Online Access: | http://eprints.utm.my/106454/ http://dx.doi.org/10.1080/15470148.2022.2089796 |
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