On the Study of Consumer Typologies
Open Access
- 1 May 1968
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 5 (2) , 182-193
- https://doi.org/10.1177/002224376800500206
Abstract
This article presents a new method of empirical classification, shows how it is used to develop a consumer typology, and tests the sensitivity of the typology to various changes in assumptions, operations, and procedures. These operational effects are considered from the viewpoint of their significance in typology generation and for the long-run potential of classification methods and procedures in marketing and market segmentation.Keywords
This publication has 8 references indexed in Scilit:
- Can New Product Buyers be Identified?Journal of Marketing Research, 1967
- Cluster Analysis in Test Market SelectionManagement Science, 1967
- Determinants of Private Brand AttitudeJournal of Marketing Research, 1967
- Mean Performance and the Factor Analysis of Learning DataPsychometrika, 1964
- Basic Dimensions of the Corporate ImageJournal of Marketing, 1961
- General Dimensions of Individual Differences: Cluster Analysis Vs. Multiple Factor AnalysisEducational and Psychological Measurement, 1958
- Factor Analysis as a Technique for Examining Complex Data on FoodstuffsJournal of the Royal Statistical Society Series C: Applied Statistics, 1956
- A multiple factor analysis of advertising readership.Journal of Applied Psychology, 1952