Market Segmentation Research

Course Category:

  • Professional Development course


Market segmentation research identifies homogeneous groups within a market which allows marketers and other decision makers to develop strategies that more effectively reach each market segment. The course introduces participants to the key marketing research theory related to market segmentation. It describes the reasons why a segmentation study should be completed and it examines the principal considerations in selecting the design. The course also covers the standard analytical procedures used for segmenting a market and it evaluates the strengths and weaknesses of each technique. To get the most out of this course, participants should have a working knowledge of the concepts covered in the 401-Advanced Analysis Techniques (former name: Advanced Techniques of Marketing Research) course.

Major topics covered in this course include

  • When to segment a market
  • How to segment a market
  • Data Collection
  • Data Preparation, Analysis, and Classification
  • Analytical techniques used in market segmentation including Factor Analysis, Correspondent Analysis, Conjoint Analysis, Cluster Analysis, CHAID, Discriminant Analysis, Multiple Regression and Logit.

Recommended Prerequisites

Suggested Audience

  Members seeking CMRP designation Client-Side Researcher Research Supplier    
  Little or no exposure   Less than 2 years experience 2-8 years experience 8+ years experience

Part of the course is more relevant to buyers, and another part is more relevant to suppliers.

Past Participant Comments

"(Chuck Chakrapani) took a personal interest in understanding the needs of students and tailored subject matter accordingly."

"Very interesting course. Definitely would recommend my colleagues to take this course."

"Very relevant to my work."

"(Chuck Chakrapani) knows the material very well - great examples."

"The case studies were quite helpful."

"Good overview of segmentation research."

Location(s) Course Date(s)   Registration
Toronto March 2, 2018   Through the MRIA Portal


  • Course Length: 1 Day
  • Check-in: 8:30 am
  • Classes: 9 am - 5 pm
  • Lunch will be provided
  • For terms and conditions, click here


The venue address will be sent to you as part of your course registration confirmation.

Member Regular* Non-Member Regular* Student Member*

*Plus applicable taxes

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.