Cluster Analysis in Marketing Research: an empirical study in the music industry

Abstract

The objective of the project is to identify a target - in the music industry – inclined to discover new music and emerging artists. The study will be developed as follow: initially, the segmentation and all the aspects that characterize the process are studied; then, to understand how consumers respond to a business model that involves also them in production decisions of goods/services, the co-production is analysed. The final part will consist of the survey and data analysis.