A random sample of 400 homes in Perth responded to a life style instrument and to a series of questions on television viewing habits. Respondents were divided into a number of groups based upon their self reported viewing frequencies of the three available Perth television channels. Using multiple discriminant analysis, these groups were then analysed to determine if there were any underlying differences in their various life styles. The results have direct implications for the Marketing Manager who is trying to determine an appropriate media strategy in Perth, Western Australia, as well as indicating the need for further research in this area.
Burns, A.C. and C. Harrison, 1979, “A Test of the Reliability of Psychographics”, Journal of Marketing Research, 17, 32–8.
2.
Chisnall, P. M., 1975, Marketing: A Behavioural Analysis (London, McGraw-Hill Book Company (UK) Ltd.).
3.
Douglas, S.P. and C.U. Urban, 1977, “Life Style Analysis to Profile Women in International Markets”, Journal of Marketing, 46–54.
4.
Everett, J. and L. Entrekin, 1980, “Factor Comparability and the Advantages of Multiple Group Factor Analysis”, Multivariate Behavioral Research, 2, 165–180.
5.
Fitzroy, P. T., 1976, Analytical Methods for Marketing Management (McGraw-Hill Book Company (UK) Ltd.).
6.
Green, P. E., 1978, Analyzing Multivariate Data, (Winsdale, Ill, Dryden) 308–310.
7.
Green, P.E. and D.S. Tull, 1978, Research for Marketing Decisions4th Edition (New Jersey, Prentice Hall).
8.
Johnson, R. M., 1977, “Multiple Discriminant Analysis: Marketing Research Applications”, in J. Sheth ed. Multivariate Methods for Market and Survey Research (American Marketing Association), 65–82.
9.
Kasari, H., 1980, “Analysing Television Audiences by Life-Style”, Admap, July, 352–353.
10.
King, C. and D. Tigert (eds), 1971, Attitude Research Reaches New Heights (Chicago, American Marketing Association).
11.
Kotler, P., P. Fitzroy and R. Shaw, 1980, Australian Marketing Management (Sydney, Prentice Hall (Australia)).
12.
Lazer, W., 1963, “Life Style Concepts and Marketing”, in Towards Scientific Marketing, Stephen Greyser, ed. (Chicago, American Marketing Association). 130–139.
13.
Leone, R. P., and R.L. Schultz, 1980, “A Study of Marketing Generalisations”, Journal of Marketing, 44, 10–18.
14.
Lilley, F., 1980, “The Target Group Index as a TV Buying Control – Are the Viewing Data Valid?” Admap, July, 316–322.
15.
Lykken, D. T., 1968, “Statistical Significance in Psychological Research”, Psychological Bulletin, 70(3), 151–159.
16.
Massey, W. F., 1971, “Discriminant Analysis of Audience Characteristics”, in D. Aaker (ed.) Multivariate Analysis in Marketing (California, Wadsworth Publishing Co. Inc.)
17.
McNair Anderson Survey Book, 1980, (Australia).
18.
Nie, N. H., C.H. Hull, J.G. Jenkins, K. Steinbrenner and D.H. Brent, 1975, Statistical Package for the Social Sciences (2nd ed.) (New York, McGraw-Hill).
19.
Plummer, J. T., 1971–72, “Life Style Patterns: A New Constraint for Mass Communications Research”, Journal of Broadcasting, 16(1), 79–89.
20.
Plummer, J. T., 1974, “The Concept and Application of Life Style Segmentation”, Journal of Marketing, 38(1), 33–37.
21.
Teel, J. E., W.O. Bearden and R.M. Durand, 1979, “Psychographics of Radio and Television Audiences”, Journal of Advertising Research, 19(2), 53–56.
22.
Villani, K.E.A., 1975, “Personality/Life Style and Television Viewing Behaviour”, Journal of Marketing Research, 12, 432–439.
23.
Wells, W.D. and D.J. Tigert, 1971, “Activities, Interests, and Opinion”, Journal of Advertising Research, 11(4), 27–35.
24.
Wells, W.D. (ed.), 1974, Life Style and Psychographics, (Chicago, American Marketing Association).
25.
Wells, W. D., 1975, “Psychographics: A Critical Review”, Journal of Marketing Research, 12, 196–213.
26.
Wind, Y., 1972, “Life Style Analysis: A New Approach”, in F.C. Alvine (ed.), 1971, Combined Proceedings (Chicago, American Marketing Association), 302–305.
27.
Ziff, R., 1971, “Psychographics for Market Segmentation”, Journal of Advertising Research, 11(2), 3–9.
28.
Ziff, R., 1974, “The Role of Psychographics in the Development of Advertising Strategy and Copy”, in W.D. Wells (ed.) Life Style and Psychographics (Chicago, American Marketing Association) 129–155.
