People interest as a basic criterion in market segmentation and the integration of research

Date of publication: June 15, 1969

Author: Jarko Cerha

Abstract:

In a large Swedish study (some 20.000 interviews on nation-wide probability basis) it has been shown that the entire process is structured by people 'a interest for the subject area. Such an interest is thus the most appropriate basis as well for the classification of the respondents as for the market segmentation, for the media selection, for product-testing, for message evaluation, for integration of the research activities. This paper will present empirical evidence of the statements above.

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