Evaluating market segmentation research priorities

Quinn, Lee and Dibb, Sally (2010). Evaluating market segmentation research priorities. In: Academy of Marketing Conference: Transformational Marketing, 5-7 Jul 2010, Coventry University.

DOI: https://doi.org/10.1080/0267257X.2010.523010


Set against a transforming social and economic climate, this empirical study reignites debate about the degree to which theory and practice priorities are aligned in the academic market-segmentation research agenda. Results from an online survey of academics researching and publishing in the market-segmentation field suggest little change in the scope or content of these priorities in the past 30 years. This reopens discussion about the slowly changing nature of the segmentation research agenda and raises questions about the ways in which research priorities are shaped by the external environment. The findings further suggest that the conflicting nature of academic and practitioner requirements is a barrier to opportunities for a successful academic/practitioner interface. We conclude that the segmentation research agenda has become too narrow, outlining the need to broaden debate and re-emancipate this important field of research.

Viewing alternatives


Public Attention

Altmetrics from Altmetric

Number of Citations

Citations from Dimensions
No digital document available to download for this item

Item Actions