Required Sample Sizes for Data- Driven Market Segmentation Analyses in Tourism
Required Sample Sizes for Data- Driven Market Segmentation Analyses in Tourism
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DOI：
10.1177/0047287513496475
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发表时间：
2014-05-01
影响因子：
8.9
通讯作者：
Schmidt, Kathrin
中科院分区：
文献类型：
--
作者：
Dolnicar, Sara;Gruen, Bettina;Schmidt, Kathrin
工业界和学术界的数据分析师大量使用市场细分分析来发展旅游业知识，并选择具有商业吸引力的目标细分市场。仅在学术研究中，大约5%的已发表文章使用市场细分。然而，数据驱动的市场细分分析的有效性取决于是否有足够规模的样本。此外，也没有关于确定适当样本量的指导。在本模拟研究中，使用已知结构的人工数据，分割任务的难度对所需样本量的影响进行了分析，在分割基地的变量的数量的依赖。在所有模拟数据的情况下，样本量为变量数量的70倍被证明是足够的。这一发现具有重要的实际意义，因为它将为学术界和工业界的数据分析师提供指导，他们希望进行可靠和有效的细分研究。
Data analysts in industry and academia make heavy use of market segmentation analysis to develop tourism knowledge and select commercially attractive target segments. Within academic research alone, approximately 5% of published articles use market segmentation. However, the validity of data-driven market segmentation analyses depends on having available a sample of adequate size. Moreover, no guidance exists for determining what an adequate sample size is. In the present simulation study using artificial data of known structure, the impact of the difficulty of the segmentation task on the required sample size is analyzed in dependence of the number of variables in the segmentation base. Under all simulated data circumstances, a sample size of 70 times the number of variables proves to be adequate. This finding is of substantial practical importance because it will provide guidance to data analysts in academia and industry who wish to conduct reliable and valid segmentation studies.