Frank and Greenberg report the resuls of a four year survey of the American television audience, designed to determine who watches television -- and why. Rather than classify audiences by one variable, the authors group them by interests, attitudes, and behaviour, as well as more usual demographic attributes such as age and sex. The result is a unique segmentation scheme that gives a coherent picture of each audience s psychological needs, its interests and its relative use of other media.
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Frank and Greenberg report the resuls of a four year survey of the American television audience, designed to determine who watches television -- and why. Rather than classify audiences by one variable, the authors group them by interests, attitudes, and behaviour, as well as more usual demographic attributes such as age and sex. The result is a unique segmentation scheme that gives a coherent picture of each audience s psychological needs, its interests and its relative use of other media.
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Seller's Description:
Volume 9. This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Clean from markings. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 700grams, ISBN: 0803913893.