Analysis of footprint data is important in the tire industry. Estimation procedures for multiple change points and unknown parameters in a segmented regression model with unknown heteroscedastic variances are developed for analyzing such data. Our approaches include both likelihood and Bayesian, with and without continuity constraints at the change points. A model selection procedure is also proposed to choose among competing models for fitting a middle segment of the data between change points. We study the performance of the two approaches and apply them to actual tire data examples. Our Maximization-Maximization-Posterior (MMP) algorithm and the likelihood-based estimation are found to be complimentary to each other.