search query: @indexterm CONJOINT ANALYSIS / total: 133
reference: 30 / 133
| Author: | Moskowitz, H. Itty, B. Ewald, J. |
| Title: | Teens on the Internet - Commercial application of a deconstructive analysis of 'teen zine' features |
| Journal: | Journal of Consumer Behaviour
2003 : MAR, VOL. 2:3, p. 296-310 |
| Index terms: | Consumers Markets Segmentation Internet Conjoint analysis |
| Freeterms: | Teenagers |
| Language: | eng |
| Abstract: | This paper presents the authors' approach to understanding drivers of interest for teen e-zines (Internet magazines). The paper shows how a deconstruction of the current set of e-zines provides the raw material for a conjoint measurement study, whereby the elements are mixed and matched to create new test concepts. From reactions to those test concepts one can identify four newly emerging segments: the 'indifferents', the 'adults in training', the 'media and me' and the 'talk and celebrate being a teen'. Deconstruction applied to the competitive frame provides both a deeper understanding of the e-zine landscape and input for newer and better e-zines that are targeted to specific mindsets. |
SCIMA