The Research on Media Audience Market Segmentation Based on Cluster Analysis
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.
Helen Zhang, Gang Shen and David Jin
W. Lu "The Research on Media Audience Market Segmentation Based on Cluster Analysis", Advanced Materials Research, Vols. 219-220, pp. 84-87, 2011