In today's ever-changing society, the need for marketers and decision-makers to understand consumer motivation is clear, and yet the traditional socio-demographic classifications are becoming increasingly inadequate. Now, using the resources of computer technology, the survey instrument described here takes account of the complexity of human psychology and behaviour within a variety of contexts. Described as a segmentation tool for sociology, marketing and the media, the Socio-Styles System synthesizes data gathered from in-depth surveys to create a typology of lifestyles. The data is presented in diagrammatic form, enabling decision-makers to readily analyze the competitive landscape, identify market niches at a glance and target potential customers with greater accuracy. An outstanding feature of the methodology is its multi-dimensional nature. The text is divided into three parts. Part 1 explains the principles and purposes of the Socio-Styles System and relates it to previous attempts to categorize consumer behaviour patterns; Part 2 shows how survey data is collected and processed mathematically to produce a manageable number of consumer categories; and Part 3 demonstrates the many uses to which the resulting database can be put and gives detailed examples of practical applications of the method.
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Descrizione libro Kogan Page Ltd, 1993. Hardcover. Condizione libro: Very Good. Very Good condition with no significant faults. Clearly used but very few minor defects. Will look good on your bookcase after reading but may not be suitable as a present unless hard to find elsewhere ALL ITEMS POSTED NEXT WORKING DAY. Codice libro della libreria mon0000858680
Descrizione libro Kogan Page Ltd. Condizione libro: Good. Ex-library, so some stamps and wear, but in good overall condition. Codice libro della libreria Z1-C-057-00878
Descrizione libro Kogan Page Ltd, 1993. Condizione libro: Very Good. First Edition. N/A. Ships from the UK. Former Library book. Great condition for a used book! Minimal wear. Codice libro della libreria GRP87379038