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Marketing segmentation research—An application to bank services |
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| Authors: | RL Fitts JB Mason |
| Affiliation: | Motion Industries Inc., Birmingham, AL 35301, USA;University of Alabama USA |
| Abstract: | The research reported here analyses data relating to bank services obtained by a stratified random sampling technique using stepwise linear regression and canonical correlation for the purpose of illustrating the application of segmentation principles to marketing research. |
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