Abstract
Psychographic data provide marketing managers with insights into behavior patterns not available with observational and demographic studies. A wide variety of statistical techniques has been used for the analysis of psychographic data. A lack of consistency in this area has minimized the value of this research tool. Appropriate analysis of psychographic data should be based on research needs and the type of data collected.
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Dlabay, L.R. (2015). Analysis Alternatives for Psychographic Data. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_104
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DOI: https://doi.org/10.1007/978-3-319-17046-6_104
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
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