Research Grant
[Cite as https://purl.org/au-research/grants/arc/DP110101347]Researchers: Bettina Grün (Partner Investigator) , Prof Dr Friedrich Leisch (Partner Investigator) , Sara Dolnicar (Queen Elizabeth II Fellowship)
Brief description Market segmentation methodology: attacking the 'Too Hard' basket. Businesses embrace market segmentation to identify and target clients. However, poor segmentation analysis leads to poor segment choice. This project will develop tools to improve segmentation analysis and will test the resulting tools in tourism, foster care and climate change mitigating behaviours, and produce usable, transferable recommendations.
Funding Amount $1,460,000
Funding Scheme Discovery Projects
- PURL : https://purl.org/au-research/grants/arc/DP110101347
- ARC : DP110101347