Museum marketing: Identification of high,moderate, and low attendee segments |
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Authors: | John E. Robbins Ph.D. Stephanie S. Robbins Ph.D. |
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Affiliation: | (1) Loyola University, Chicago, USA;(2) The University of New Orleans, New Orleans, USA |
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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. |
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