Advanced issues in market segmentation research

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We will investigate unresolved questions in market segmentation research that will provide answers to the following questions as outcome: - How to pre-assess market segmentation data structure. - How to improve the partitioning. - How to visualize and present the resulting segmentation solutions. - How to generalize the outcomes over multiple periods of time. These tasks represent fundamental methodological research. The scientific significance consequently lies in knowledge development and methodological improvement. Findings will also enable both academic researchers using market segmentation methodology as well as practitioners applying such techniques to significantly improve the quality of their market structure analyses.