Fenwick, Ian; Schellinck, D. A.; Kendall, K. W.
January 1983
Marketing Science;Winter83, Vol. 2 Issue 1, p57
Academic Journal
Psychographic, or life-style, analysis has proved useful in a wide variety of applications. However users have voiced concern about the reliability of the analysis and the reality of the segmentations it produces. As life-style items tend to be specific to individual applications and often have little theoretical support, there is particular need for a method of evaluating the stability of results. This paper reviews marketing studies which have tested life-style reliability and stability, and presents a method of assessing reliability using the jackknife. This method is particularly useful as it can handle small sample sizes, is not dependent on the number of items m the scale or the type of factor model used, and can provide detailed assessments of factor reliability. An empirical application of the method is presented. (Psychographics; Life-Styles; Jackknife; Factor Analysis; Stability)


Related Articles

  • SEGMENTATION ANALYSIS--A TOOL FOR MEASURING LIFE STYLES. Mehrotra, Sunil // Advances in Consumer Research;1976, Vol. 3 Issue 1, p504 

    In this paper psychographic segmentation, as a tool for measuring life styles, is considered. A specific segmentation study done at Needham, Harper and Steers is sited; and the assets and liabilities of psychographic segmentation in general, and in relation to "profiling" is discussed.

  • Modifying Cluster-Based Segments to Enhance Agreement With an Exogenous Response Variable. Krieger, Abba M.; Green, Paul E. // Journal of Marketing Research (JMR);Aug1996, Vol. 33 Issue 3, p351 

    K-means clustering programs are frequently used to group buyers into market segments. Segment members exhibit similar background profiles, based on such characteristics as psychographics, benefits seeking, conjoint-based partworths, and so on. In addition, researchers also may use data on one or...

  • Beyond the taste-test. Lloyd, Simon // BRW;10/28/2004, Vol. 26 Issue 42, p56 

    Discusses the increasing sophistication of consumer research due to the intensification of competition. Development of research tools designed to create business opportunities; Competition within the research industry itself; Popularity of the choice modeling tool within the financial services...

  • QUESTIONNAIRE PREPARATION AND INTERVIEWER TECHNIQUE. Blankenship, Albert B.; Crossley, Archibald; Heidingsfield, Myron S.; Herzog, Herta; Kornhauser, Arthur // Journal of Marketing;Oct49, Vol. 14 Issue 3, p399 

    The article presents information about preparing questionnaires and conducting interviews for marketing research. The author describes the process of formulating questions and collecting data for market analysis. Details are presented related to selecting a method of obtaining information, the...

  • SOME PRACTICAL APPLICATIONS OF PRECISION SAMPLING. Colley, Russell H. // Journal of Marketing;Oct49, Vol. 14 Issue 3, p437 

    The article presents information about practical applications of precision sampling for consumer research. A discussion is presented about finding competent interviewers in various geographical locations in both rural and metropolitan areas. Procedural information related to selecting sampling...

  • SEGMENTAÇÃO PSICOGRÁFICA DE CONSUMIDORES PAULISTAS DE PRODUTOS DE MARCA PRÓPRIA. Lopes, Evandro Luiz; Marin, Edward Robinson; Pizzinatto, Nadia Kassouf // Revista de Administração FACES Journal;Jul-Sep2011, Vol. 10 Issue 3, p146 

    There is no doubt the private label products importance for the global economy. Even before the experienced growth in Brazil in the recent years, there is still a great opportunity for both manufacturers and retailers to enhance this product category sales. This study aimed to identify the main...

  • Consumer profiling. Furnham, Adrian // Dim Sum for Managers;2008, p40 

    An essay is presented on the psychology of the consumers while choosing a product. It offers information on the use of psychographics in consumer profiling. The author discusses two approaches in psychological consumer profiling namely the general and the specific. The American System has...

  • Experian launches consumer insight services.  // Precision Marketing;6/25/2004, Vol. 16 Issue 34, p6 

    Reports that global information solutions group Experian has launched its consumer research service, Canvasse Opinion. Utilization by Experian of its consumer lifestyle records to help companies target specific sectors more effectively; Scope of the consumer research service; Statement of Paul...

  • Psychographics: Some Additional Findings. Kinnear, Thomas C.; Taylor, James R. // Journal of Marketing Research (JMR);Nov76, Vol. 13 Issue 4, p422 

    In a recent JMR article, Wells undertook a critical review of psychographics. The writers present additional product-related psychographic findings. They also provide evidence on the question of relationship and structural reliability.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics