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Sara Dolnicar was born in Ljubljana (Slovenia), grew up in Vienna (Austria) and now lives and… research, Sara Dolnicar provides a focused discussion on the methods and issue in Chapter 15. Dolnicar…
Sara Dolnicar was born in Ljubljana (Slovenia), grew up in Vienna (Austria) and now lives and works in Brisbane (Australia). She holds a Masters and PhD degree from the Vienna University of Economics and Business and a Masters degree in Psychology at the University of Vienna.
Sara is best known for …
SEGMENTATION RESEARCH
In the area of market segmentation research, Dolnicar has uncovered flaws in segmentation studies, both at the methodological and conceptual level (Dolnicar, 2002; 2003; 2005; 2007), recently proving that factor analysing items before constructing segments (the predominant met …
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