Wisconsin Dells(a case study)
Wisconsin Dells is a resort and entertainment center in south central Wisconsin and one of the Midwest's favorite vacation destinations. In summer, people come for its water parks and amphibious tours. In winter, people come for cross-country skiing and snowmobiling. Indoor attractions are open year-round.
Wisconsin Dells business owners develop marketing plans for drawing visitors to the area. To answer questions about their customers, they turn to Chamberlain Research Consultants, a marketing research firm headquartered in Madison, Wisconsin. The firm conducts in-person interviews with Dells visitors, learning about customer demographics and participation in various activities.
Written by Jonathan C. Harrington, Strategic Analyst at Chamberlain Research Consultants, the case includes a description of Dells activities and research. Accompanying survey data from 1,698 interviews are well suited for exploring market basket and segmentation methods using various multivariate methods, as well as traditional logistic regression and modern classification methods.
Published in 2007