Richness Curves for Evaluating Market Segmentation

Abstract

/4/HERIG4N /MARKETING ?SSOCWT10N Richness C u r v e s f o r E v a l u a t i n g M a r k e t S e g m e n t a t i o n Author(s): Thomas P. Novak, J a n de Leeuw, B r u c e M a c E v o y Source: Journal of Marketing Research, V o l . 29, N o . 2 (May, 1992), pp. 254-267 P u b l i s h e d b y : American Marketing Association Stable U R L : http://www.jstor.org/stable/3172574 Accessed: 18/05/2011 18:10 Your use of the JSTOR archive indicates your acceptance of JSTOR's Terms and Conditions of Use, available at http://www.jstor.org/page/info/about/policies/terms.jsp. JSTOR's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use. Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at http://www.jstor.org/action/showPublisher?publisherCode=ama. Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission. JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing Research. m STOR http://www.jstor.org