Skip Navigation

This Article
Right arrow FREE Full Text (PDF) Freely available
Right arrow E-letters: Submit a response
Right arrow Alert me when this article is cited
Right arrow Alert me when E-letters are posted
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to My Personal Archive
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Disclaimer
Google Scholar
Right arrow Articles by Spoth, R.
Right arrow Articles by Redmond, C.
Right arrow Search for Related Content
PubMed
Right arrow Articles by Spoth, R.
Right arrow Articles by Redmond, C.
Social Bookmarking
Add to CiteULike   Add to Connotea   Add to Del.icio.us  
What's this?

Health Education Research, Vol. 11, No. 2, 259-267, 1996
© 1996 Oxford University Press

other

Illustration of a market segmentation technique using family-focused prevention program preference data

Richard Spoth, A.Dwayne Ball1, Allen Klose1 and Cleve Redmond

Social and Behavioral Research Center for Rural Health, ISU Research Park, Building 2, Suite 500, 2625 North Loop Drive, Iowa State University Ames, IA 50010
1Department of Marketing, College of Business Administration, University of Nebraska-Lincoln Lincoln, NE 68588-0492, USA

Using family-focused prevention programs as an example, this paper illustrates how consumer research techniques can be employed to segment populations targeted for the promotion of preventive interventions. Two multivariate statistical techniques, conjoint analysis and cluster analysis, can be used to clarify differences in program preferences among target population segments which can be helpful in tailoring program promotions to those segments. Following a summary of the rationale and indications for preference-based segmentation, an application of the two techniques is presented. Using data on parents' preferences for various features of family skills programs, three clusters were identified which varied along several dimensions, including preferred level of effort expended for a program. Practical strategies for program promotions suggested by segmentation analyses are outlined.


Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us    What's this?




Disclaimer:
Please note that abstracts for content published before 1996 were created through digital scanning and may therefore not exactly replicate the text of the original print issues. All efforts have been made to ensure accuracy, but the Publisher will not be held responsible for any remaining inaccuracies. If you require any further clarification, please contact our Customer Services Department.