Museum marketing: Identification of high, moderate, and low attendee segments
John E. Robbins Ph.D., Stephanie S. Robbins Ph.D.
Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 1
Abstract
This study was undertaken to discern differences between high, moderate, and low museum attendees. One-way analysis of variance and stepwise discriminant analysis were used for market segmentation purposes to differentiate the characteristics of the three groups. The discriminant analysis yielded a model which was found to predict better and was significantly different from the proportional chance prediction, and it is thus felt that a viable method for segmenting museum-goers has resulted.
Keywords
Market Segmentation, Target Market, Stepwise Discriminant Analysis, American Market Association, High Attendee
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