Children’s Understanding ofT V Advertising: Effects of Age, Gender and Parental lnfluence

Author:Tammo H.A. Bijmolt’, Wilma Claassen, and Britta Brus
Published: 1998
ABSTRACT:
We investigate children’s understanding of TV advertising, that is their ability to distinguish between TV programs and commercials and their comprehension of advertising intent, using verbal and non-verbal measurements. The sample consists of 153 children, ranging from 5 to 8 years old, and their parents. Results using [...]

COMBINATORIAL OPTIMIZATION APPROACHES TO NORMATIVE MARKET SEGMENTATION: AN APPLICATION TO INDUSTRIAL MARKET SEGMENTATION

Author:
Wayne S. DeSarbo, Smeal Distinguished Research Professor of Marketing, Pennsylvania State University; President, Analytika Marketing Science, Inc.
Douglas Grisaffe, Vice President of Research Sciences, Walker Information
ISBM Report 184996
ABSRACT:
Normative market segmentation addresses not only how to develop feasible schemes of homogeneous  arket segments within designated managerial, institutional, and environmental restrictions, but also how to  onstruct such schemes [...]

Tutorial 2: Using SI-CHAID to Identify Profitable Segments

SI-CHAID 4.0 USER’S GUIDE
The tutorial shows how to use the CHAID ordinal algorithm to segment based on profitability scores. We will again use the magazine subscription data set, subscribe.sav, used previously in Tutorial 1. However, our dependent variable will now be RESP3, coded 1 (paid responder), 2 (unpaid responder) and 3 (nonresponder). We’ll compare a [...]