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MDS - Marketing /Segmentation Data Set - Case Study

stanmaklan

Community Trekker

Joined:

Aug 20, 2015

Marketing academic, looking for a data set to teach MSc Marketing about MDS in the context of developing and understanding market segments, the dimensions upon which a marketing segments. 

2 REPLIES
jiancao

Staff

Joined:

Jul 7, 2014

In the JMP sample data directory, there is a data set called, candy bars.jmp, for MDS of attributes.

Additional data sets from this marketing research textbook: http://www.cengage.com/c/modern-marketing-research-concepts-methods-and-cases-2e-feinberg, can be found in this JMP addin: 

https://community.jmp.com/t5/JMP-Add-Ins/Addin-for-accessing-data-sets-used-in-Modern-Marketing-Rese...

You can use either MBA program ratings data or the beer attribute data to show MDS.

 

 

stanmaklan

Community Trekker

Joined:

Aug 20, 2015

Thanks for that will look for MBA ratings... the Candy Bar is more technical attributes as is the Beer. I am looking for a more typical marketing story about consumer needs based segmentation so that the attributes are more psychographic, hedonic, feature and or benefit focused. We use (but do not identify it as such) MDS in other parts of the course as a creative endevour and for my module of big data marketing analytics, it would be great to show the students a more evidence based way of doing it