- Autor
- Tarka Piotr (Uniwersytet Ekonomiczny w Poznaniu)
- Tytuł
- Psychographics Usefulness in Marketing Research - Targeting Consumers and Creating Advertising Copy
- Źródło
- Zeszyty Naukowe Uniwersytetu Szczecińskiego. Scientific Journal. Service Management, 2013, vol. 11, s. 121-128, tab., bibliogr. 9 poz.
- Słowa kluczowe
- Badania marketingowe, Konsument
Marketing research, Consumer - Uwagi
- streszcz., summ.
- Abstrakt
- In article author describes issues pertaining to utility and perception of consumers' psychographics inside companies such as: costs of psychographic marketing research, their relative effectiveness or lack of it when placed head to head with other variables such as demographics, and the perceived utility of psychographics to the research peo-ple who generate or buy them within advertising agencies. Admittedly market plays a critical role in the development and maintenance of a market orientation in companies. And for them, data containing consumers' psychographics is one of the most important factor in market intelligence among others (e.g., demographics, attitude measures, be-havioral use measures). The knowledge-based use of psychographics may be framed in such terms as what is used (content), who uses it, and the type of use. And the type of knowledge-based use of psychographics may be framed in terms of three possibilities: action-oriented use, knowledge-enhancing use, and affective use. Here in article, tree aspects of use (con-tent, users, and type of use), are examined: 1). the perceived credibility of psycho-graphics information, 2). the perceived usefulness of psychographics and 3). the per-ceived cost relative to benefit.(original abstract)
- Dostępne w
- Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
- Pełny tekst
- Pokaż
- Bibliografia
-
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- Cytowane przez
- ISSN
- 1640-6818
1898-0511 - Język
- eng
