Market Segment Response Through Field Experimentation |
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| Authors: | Barry L. Bayus Vincent P. Carroll Hau L. Lee Ambar G. Rao |
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| Affiliation: | 1. Cornell University, USA;2. University of Pennsylvania, USA;3. Stanford University, USA;4. New York University, USA |
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| Abstract: | A key assumption underlying segmentation studies is that marketing efforts have differential effects on market segments. This question was investigated in the context of a field experiment involving enlistment in the armed forces. Approximately 8000 completed questionnaires administered at various stages in the US Navy enlistment recruiting process were collected at two points in time, corresponding to a pre- and post-experimental intervention. Attitudinal data were analysed to identify meaningful segments. Differential responses of market segments to advertising and recruiter changes were found, providing direction for evaluation of, and changes in, the creative component of advertising. |
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