Onderzoeksartikel

Beter zicht op bioscoopbezoek: hernieuwde aandacht voor segmentatie-analyse

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Abstract

In this article an analysis is presented that serves as an illustration of the possibilities of the interactive version of AID, automatic interaction detector. Individualisation in society has its consequences for media research. Segmentation analysis helps to find variables that gives insight who visits cinema’s and who don’t. In contrast to ordinary AID-analysis, interactive segmentation provides the researcher with the opportunity to choose the theoretically best predictor over the statistically best predictor. An analysis of picture-goers reveals there are several homogeneous subgroups that are frequent picture-goers. For some of them socio-demographical variables like age, education and having young children are important variables. Other groups are identified by activity variables: visiting a theater, a cafe or a discotheque. The relative simple process of interactive segmentation analysis and the graphical representation of the results in radarplots make the method a boon for audience research.

How to Cite:

Den Boon, A. & Van Meurs, L., (1990) “Beter zicht op bioscoopbezoek: hernieuwde aandacht voor segmentatie-analyse”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 18(4), 305–322.