Possibilities of Using Discriminant and Chaid Analysis Methods for Interpreting Segmentation Results of the Banking Services Market According to Pre-defined Classes

In this study we will test two methods of market segmentation according to predefined classes to identify the advantages and disadvantages for interpreting segmentation results of the banking services market in predefined classes. The introduction will give an overview of the whole study: goals, objectives, theoretical and empirical object, sample design and the rationale for selecting methods. The first chapter will include literature review, which includes a description of the ready-made segments and a review of empirical studies about using discriminant and CHAID analysis methods. In the second and third chapter will be highlighted the theoretical foundations of both methods: their essence, scope, limitations and types of tasks to be solved. And in the fourth chapter will be described a comparative analysis of the methods of discriminant and CHAID analysis for interpreting the results of segmentation of the banking services market according to predetermined classes and recommendations for the further direction of this work.