| Autor: |
James A. Brunner, Jack L. Simonetti, Christopher C. Binkert |
| Rok vydání: |
2014 |
| Předmět: |
|
| Zdroj: |
Marketing Horizons: A 1980's Perspective ISBN: 9783319109657 |
| DOI: |
10.1007/978-3-319-10966-4_61 |
| Popis: |
The primary purpose of this study was to identify those characteristics of life style which differentiate and segment subscribers of CATV from non-subscribers. The hypothesis which was assessed by the research study can be stated as: There is no significant difference in the life style of cable television subscribers and non-subscribers. The Mann-Whitney U Test was utilized to statistically determine if there existed any significant difference between these two groups and indicated support for the above-mentioned hypothesis. The results indicate that the life style segmentation technique is a viable research tool and can be quite useful in many ways to a manager in the rapidly growing cable television industry. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
|
