Segmentation

I seem to fully understand how segmentation works, although, I would like to learn more about what the differences and similarities are between segmentation and stratification. If I understand correctly stratification is statistically based on analyzing variables of intrest where as segmentation is the separation of populations based on characteristics. When a population is segmented in a marketing campaign they can be segmented according to the characteristics of the population. I think I would just like clarification between those two.

During this week I wanted to see what the VALS survey would say about me and when I took it, it said I was an achiever/innovator. I agree with the part where it says I am an achiever and according to their definition I do hold to a perception of having a "goal-oriented lifestyles and a deep commitment to career and family." When it comes up to the part of the the description of an achiever I don't agree with that aspect of it pertaining to me. Although I think the survey is somewhat accurate I think it fails to be culturally competent. I think that is something that a concern that comes up a lot when conducting surveys.

I really liked Lynn's example of segmentation as i found it appropriate for this class. Marketing is based on segmentation and tends to target specific audiences.