Museum marketing: Identification of high,moderate, and low attendee segments |
| |
Authors: | John E Robbins PhD Stephanie S Robbins PhD |
| |
Institution: | (1) Loyola University, Chicago, USA;(2) The University of New Orleans, New Orleans, USA |
| |
Abstract: | This study was undertaken to discern differences between high, moderate, and low museum attendees. One-way analysis of variance
and stepwise discriminant analysis were used for market segmentation purposes to differentiate the characteristics of the
three groups. The discriminant analysis yielded a model which was found to predict better and was significantly different
from the proportional chance prediction, and it is thus felt that a viable method for segmenting museum-goers has resulted. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|