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Life Style and Radio Listening Patterns in Perth, Western Australia

Life Style and Radio Listening Patterns in Perth, Western Australia A random sample of 400 homes in Perth responded to a life style instrument and to a series of questions on radio listening patterns. Respondents were clustered into a number of groups based upon their self reported listening frequencies of the radio stations in Perth. Multiple discriminant analysis was used to determine whether these groups were significantly different in terms of their life styles and demographic characteristics. Unlike previous research in this area relating to television viewing, the implications of the present study suggest that media targeting via radio stations is a feasible strategy for the marketing manager in Perth. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Australian Journal of Management SAGE

Life Style and Radio Listening Patterns in Perth, Western Australia

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Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
0312-8962
eISSN
1327-2020
DOI
10.1177/031289628300800105
Publisher site
See Article on Publisher Site

Abstract

A random sample of 400 homes in Perth responded to a life style instrument and to a series of questions on radio listening patterns. Respondents were clustered into a number of groups based upon their self reported listening frequencies of the radio stations in Perth. Multiple discriminant analysis was used to determine whether these groups were significantly different in terms of their life styles and demographic characteristics. Unlike previous research in this area relating to television viewing, the implications of the present study suggest that media targeting via radio stations is a feasible strategy for the marketing manager in Perth.

Journal

Australian Journal of Management – SAGE

Published: Jun 1, 1983

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