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Dissertation Information for Edward Forrest

NAME:
- Edward Forrest
- (Alias) Edward James Forrest

DEGREE:
- Ph.D.

DISCIPLINE:
- Mass Communications

SCHOOL:
- University of Wisconsin, Madison (USA) (1981)

ADVISORS:
- None

COMMITTEE MEMBERS:
- None

MPACT Status: Incomplete - Inspected

Title: PSYCHOGRAPHIC SEGMENTATION OF THE TELEVISION AUDIENCE

Abstract: "The purpose of this study was to assess the statistical as well as managerial value of psychographic segmentation to the audience researcher. As opposed to traditional demographic descriptors which measure an individual's age, sex, education, income, etc., psychographic descriptors measure an individual's attitudes, interests and opinions.

It was hypothesized that psychographic descriptors are better predictors of TV viewing behavior than demographic descriptors because psychographics explain proportionately more variance.

Using a national sample base of 1273 persons, over 1,000 crosstab analysis, #231 discriminant analyses and a factor analysis were performed.

It was found that for a majority of the thirty-three programs analyzed that psychographic dimensions explained proportionately more variance.

Moreover, it was demonstrated in every instance that the addition of psychographic descriptors significantly increased the total amount of variance accounted for.

In addition to the significant increase in explained variance, it was demonstrated that the psychographic dimensions were independent of (and thus can not be regarded as proxy measures for) demographic descriptors.

Theoretically, the notion of ""image congruence"" was elaborated on. Wherein, it was documented that the lifestyle and personality characteristics of a program's audience was often a direct reflection of its content.

Finally, analysis of the audiences' demographic and psychographic profiles is presented so as to provide the media planning practitioner with standard measurements of reach, composition and penetration."

MPACT Scores for Edward Forrest

A = 0
C = 1
A+C = 1
T = 0
G = 0
W = 0
TD = 0
TA = 0
calculated 2008-01-31 06:05:10

Advisors and Advisees Graph

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Students under Edward Forrest

ADVISEES:
- None

COMMITTEESHIPS:
- Ibrahim A. Al-Musnad - Florida State University (1994)