[R-sig-DCM] segmenting consumers after a dcm

Shan, Ming (GfK Kynetec US) Ming.Shan at gfk.com
Tue Feb 1 14:09:05 CET 2011


Dear Walt,

   Nowadays, it is not uncommon at all for people to conduct segmentation analysis after DCM.  But one has to run individual respondent level estimation (e.g. Hierarchical Bayes mdel) or group level estimation (e.g. Latent Class Analysis).  HB is a form of random effect model allowing each individual respondent to have varying coefficients but still "pool" the information from the others.  You would then run cluster analysis on your utilities to group respondents.  In the case of LCA, the segmentation is done while estimation is made.

  Hope this makes sense and helps somewhat.

Kindly,
Ming Shan

Direct:  +1 (314) 200 4499
Mobile: +1 (314) 680 2525

www.gfk-kynetec.com


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Today's Topics:

   1. segmenting consumers after a dcm (Data Analytics Corp.)


----------------------------------------------------------------------

Message: 1
Date: Mon, 31 Jan 2011 14:53:26 -0500
From: "Data Analytics Corp." <walt at dataanalyticscorp.com>
To: r-sig-dcm at r-project.org
Subject: [R-sig-DCM] segmenting consumers after a dcm
Message-ID: <4D471336.2090009 at dataanalyticscorp.com>
Content-Type: text/plain; charset=ISO-8859-1; format=flowed

Hi,

I just completed a dcm (not a conjoint) for a client.  Now they would
like to segment the consumers based on utilities from the model,
claiming that they had this done for them before although they don't
know what or how it was done.  My model had coefficients estimated
across all consumers, not for each one separately.  I don't even think
that makes sense to do for each individual.  Has anyone ever done
segmentation after a dcm?

Thanks,

Walt

________________________

Walter R. Paczkowski, Ph.D.
Data Analytics Corp.
44 Hamilton Lane
Plainsboro, NJ 08536
________________________
(V) 609-936-8999
(F) 609-936-3733
walt at dataanalyticscorp.com
www.dataanalyticscorp.com



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