Paper Title:
The Research on Media Audience Market Segmentation Based on Cluster Analysis
  Abstract

This paper is based on the theories of consumer market segmentation. With the use of Cluster Analysis and regarding the characters of media market, the article also analyzes the Index System of Audience Structure. With the help of SPSS statistical analysis software, we will set a new analysis system about media audience structure, which has multiple indicators. In addition, there is one specific case about classification and structure of the television audience.

  Info
Periodical
Advanced Materials Research (Volumes 219-220)
Edited by
Helen Zhang, Gang Shen and David Jin
Pages
84-87
DOI
10.4028/www.scientific.net/AMR.219-220.84
Citation
W. Lu, "The Research on Media Audience Market Segmentation Based on Cluster Analysis", Advanced Materials Research, Vols. 219-220, pp. 84-87, 2011
Online since
March 2011
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Price
$32.00
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