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- Title
DETECTING PATTERNS OF MAGAZINE READING.
- Authors
Twery, Raymond J.
- Abstract
The problem is that of estimating the quantitative and qualitative character of the audience reading any given group of magazines. The tool for attacking this problem is factor analysis. Long used by psychologists and economists, this technique is well suited for a comprehensive approach to many marketing problems. The pairwise audience overlap for fifty-three magazines is analyzed for a nationwide sample of women.
- Subjects
UNITED States; PERIODICAL circulation; MARKETING; READERSHIP; AMERICAN women; FACTOR analysis; PSYCHOLOGISTS; AUDIENCES; QUANTITATIVE research; QUALITATIVE research; PROBLEM solving; READERS
- Publication
Journal of Marketing, 1958, Vol 22, Issue 3, p290
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1247120