Marketing Segmentation of Students Willing to Study Abroad based on Cluster Analysis
Market segmentation is one of the most
fundamental strategic marketing concepts. The better the
segment which is chosen for targeting by a particular
organisation, the more successful the organisation is assumed to
be in the marketplace. Also higher education institutions have to
improve their marketing tools for attracting foreign students,
particularly when demanding tuition fees. This contribution
aims at demonstrating the proper usage of the cluster analysis
for segmentation (represented by students' willingness to study
abroad) and also, based on large international survey, offers
some practical marketing implications.
[1] P.Arabie, L.J. Hubert, Cluster Analysis in Marketing Research, In
Advanced methods in marketing research. Ed. R.P. Bagozzi.
Blackwell: Oxford, 1994, pp. 160-189.
[2] S. Dolnicar, Using cluster analysis for market segmentation -
typical misconceptions, established methodological weaknesses
and some recommendations for improvement, 2003.
http://ro.uow.edu.au/commpapers/139
[3] S. Dolnicar, F. Leisch, Behavioral Market Segmentation Using the
Bagged Clustering Approach Based on Binary Guest Survey Data:
Exploring and Visualizing Unobserved Heterogeneity. Tourism
Analysis, Vol. 5, Iss. 2, 2000, pp. 163-170.
[4] B.S. Everit, S. Landau, M. Leese, Cluster Analysis, 4. Edition,
Hodder Arnold, London, 2001.
[5] N. Gupta, Cluster analysis for market segmentation, 1st Edition,
2005.
[6] P. Kotler, Marketing Management, Prentice Hall; 11th Edition,
2002, 768 p.
[7] H. ┼ÿezankov├í, Shlukov├ín├¡ a velké soubory dat, L├ízn─ø Bohdane─ì
29.11.2004 - 01.12.2004. In: KUPKA, Karel (ed). AnalÛza dat
2004/II Pardubice: TriloByte Statistical Software, 2005, pp. 7-19.
[8] H. Řezanková, D. Húsek, V. Snášel, Shluková analÛza dat, 2.
Edition, Professional Publishing, Praha, 2009.
[9] R. Timofeev, Classification and Regression Trees (CART) Theory
and Applications, CASE-Center of Applied Statistics and
Economics, Humboldt University, Berlin, 2004.
[10] L. Wilkinson, Tree Structured Data Analysis: AID, CHAID and
CART, Sun Valley, ID, Sawtooth/SYSTAT Joint Software
Conference, 1992.
[11] T. Zhang, R. Ramakrishnan, M. Livny, BIRCH: An Efficient Data
Clustering Method for Very Large Databases, ACM SIGMOD
Record, Vol. 25. No. 2, 1996, pp. 103-114.
[12] T. Zhang, R. Ramakrishnan, M. Livny, BIRCH: A New Data
Clustering Algorithms and Its Applications, Journal of Data
Mining and Knowledge Discovery, Vol. 1, No. 2, 1997, pp. 141-
182.
[13] M. Žambochov├í, Jak na rozhodovac├¡ stromy, Informa─ìn├¡ Bulletin,
Praha, Vol. 19. No. 3, 2008, pp. 1-12.
[14] M. Žambochov├í, Data Mining Methods with Trees, E+M -
Ekonomika a Management, Iss.1, Liberec, 2008, pp. 126 - 132.
[15] M. Žambochov├í, K. Ti┼ílerov├í, Classification of Individuals:
Willigness to Start their own Business based on Franchise system,
Proceedings - Aplimat 2011, [CD-ROM], Bratislava: Slovak
University of Technology, 2011, pp. 1647 - 1655.
[1] P.Arabie, L.J. Hubert, Cluster Analysis in Marketing Research, In
Advanced methods in marketing research. Ed. R.P. Bagozzi.
Blackwell: Oxford, 1994, pp. 160-189.
[2] S. Dolnicar, Using cluster analysis for market segmentation -
typical misconceptions, established methodological weaknesses
and some recommendations for improvement, 2003.
http://ro.uow.edu.au/commpapers/139
[3] S. Dolnicar, F. Leisch, Behavioral Market Segmentation Using the
Bagged Clustering Approach Based on Binary Guest Survey Data:
Exploring and Visualizing Unobserved Heterogeneity. Tourism
Analysis, Vol. 5, Iss. 2, 2000, pp. 163-170.
[4] B.S. Everit, S. Landau, M. Leese, Cluster Analysis, 4. Edition,
Hodder Arnold, London, 2001.
[5] N. Gupta, Cluster analysis for market segmentation, 1st Edition,
2005.
[6] P. Kotler, Marketing Management, Prentice Hall; 11th Edition,
2002, 768 p.
[7] H. ┼ÿezankov├í, Shlukov├ín├¡ a velké soubory dat, L├ízn─ø Bohdane─ì
29.11.2004 - 01.12.2004. In: KUPKA, Karel (ed). AnalÛza dat
2004/II Pardubice: TriloByte Statistical Software, 2005, pp. 7-19.
[8] H. Řezanková, D. Húsek, V. Snášel, Shluková analÛza dat, 2.
Edition, Professional Publishing, Praha, 2009.
[9] R. Timofeev, Classification and Regression Trees (CART) Theory
and Applications, CASE-Center of Applied Statistics and
Economics, Humboldt University, Berlin, 2004.
[10] L. Wilkinson, Tree Structured Data Analysis: AID, CHAID and
CART, Sun Valley, ID, Sawtooth/SYSTAT Joint Software
Conference, 1992.
[11] T. Zhang, R. Ramakrishnan, M. Livny, BIRCH: An Efficient Data
Clustering Method for Very Large Databases, ACM SIGMOD
Record, Vol. 25. No. 2, 1996, pp. 103-114.
[12] T. Zhang, R. Ramakrishnan, M. Livny, BIRCH: A New Data
Clustering Algorithms and Its Applications, Journal of Data
Mining and Knowledge Discovery, Vol. 1, No. 2, 1997, pp. 141-
182.
[13] M. Žambochov├í, Jak na rozhodovac├¡ stromy, Informa─ìn├¡ Bulletin,
Praha, Vol. 19. No. 3, 2008, pp. 1-12.
[14] M. Žambochov├í, Data Mining Methods with Trees, E+M -
Ekonomika a Management, Iss.1, Liberec, 2008, pp. 126 - 132.
[15] M. Žambochov├í, K. Ti┼ílerov├í, Classification of Individuals:
Willigness to Start their own Business based on Franchise system,
Proceedings - Aplimat 2011, [CD-ROM], Bratislava: Slovak
University of Technology, 2011, pp. 1647 - 1655.
@article{"International Journal of Business, Human and Social Sciences:61491", author = "Kamila Tislerova and Marta Zambochova", title = "Marketing Segmentation of Students Willing to Study Abroad based on Cluster Analysis", abstract = "Market segmentation is one of the most
fundamental strategic marketing concepts. The better the
segment which is chosen for targeting by a particular
organisation, the more successful the organisation is assumed to
be in the marketplace. Also higher education institutions have to
improve their marketing tools for attracting foreign students,
particularly when demanding tuition fees. This contribution
aims at demonstrating the proper usage of the cluster analysis
for segmentation (represented by students' willingness to study
abroad) and also, based on large international survey, offers
some practical marketing implications.", keywords = "Market Segmentation, Students' Preferences,
Study Abroad, Cluster Analysis", volume = "5", number = "5", pages = "737-5", }
