---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-236.html"
title: "Evaluation of Segmentation Bases"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 236
---

# Evaluation of Segmentation Bases

*Highlighted — the most promising bases in practice: In combination they best cover the segmentation criteria.*

| Type of base | Identifi- ability | Substan- tiality | Accessi- bility | Stability | Action- ability | Behavioral relevance |
|------|------|------|------|------|------|------|
| 1 · General, observable | ++ | ++ | ++ | ++ | – | – |
| 2 · Specific, observable |  |  |  |  |  |  |
| Purchase | + | ++ | – | + | – | + |
| Usage | + | ++ | + | + | – | + |
| 3 · General, not observable |  |  |  |  |  |  |
| Personality | ± | – | ± | ± | – | – |
| Lifestyle | ± | – | ± | ± | – | – |
| Psychographic characteristics | ± | – | ± | ± | – | – |
| 4 · Specific, not observable |  |  |  |  |  |  |
| Psychographic characteristics | ± | + | – | – | ++ | ± |
| Perception | ± | + | – | – | + | – |
| Benefit or benefit perceptions | + | + | – | + | ++ | ++ |
| Intentions | + | + | – | ± | – | ++ |

Highlighted — the **most promising bases** in practice: In combination they best cover the segmentation criteria.

++very suitable +suitable ±conditional –unsuitable

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*Slide 236 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*