A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 60
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60
Market W segments one to twenty have a variability of
4.5825, which indicates chat there is little variance,in the
respondents' answers. As can be seen--in Table IV, segments
two,- sixteen, eighteen, nineteen, and twenty have only one
respondent in each segment. This indicates that each of
these respondents had opinions entirely diffez'ent from those
of the other respondents.
TABLE V
MARKET STRUCTURE W~15 FOR PRODUCT A
Number of
Segment
People in
Number
the Segment
Respondent's Number
1
15
1, 2, 6*, 17*, 21*, 24*, 43*, 44*, 46*,
9
48, 53*, 56, 65, 67*, 73
2
1
3
3
12
4, 15, 28, 29, 33, 35, 51, 52, 57, 64,
72, 81
4
5
5, 7, 12, 19, 54
5
10
8, 18, 20, 26, 36, 40, 58, 60, 63, 71
6
5
9, 10, 61, 70, 74
7
7
11, 34*, 37, 38, 78, 83*, 84*
8
4
13, 62*, 66, 76
9
3
14, 25, 31
10
3
16, 22, 32 1 "
11
9
23, 30*, 39,. 41*, 49*, 55*, 59, 68, 79
12
3
27, 69, 77
.13
1
42
14
5
45, .47, 50*, 80 , 82
15
1
75
I™.,™™,..— ; «—-— i™""-'*— r~——r——
segments.
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Anderson, Robert Lee, 1940-. A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments, dissertation, August 1971; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc164459/m1/71/: accessed July 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .