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A critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry
Includes bibliography.
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| Main Author: | |
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
School of Management Studies
2016
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| _version_ | 1867613151972818944 |
|---|---|
| access_status_str | Open Access |
| author | Chaplin, Marilyn |
| author2 | Brice, Helene |
| author_browse | Brice, Helene Chaplin, Marilyn |
| author_facet | Brice, Helene Chaplin, Marilyn |
| author_sort | Chaplin, Marilyn |
| collection | Thesis |
| description | Includes bibliography. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/17239 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:31:35.974Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2016 |
| publishDateRange | 2016 |
| publishDateSort | 2016 |
| publisher | School of Management Studies |
| publisherStr | School of Management Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/17239 A critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry Chaplin, Marilyn Brice, Helene Wegner, Trevor Marketing Psychographics Includes bibliography. Psychographic measures were widely employed in market segmentation studies in the seventies. Psychographics were said to offer marketers quantitative research that resulted in rich descriptive profiles of target segments. The present use of psychographics in segmentation studies has however become a controversial issue among marketing theorists. The literature reveals that no explicit theory has guided the development of psychographics. As a result it has been abused by researchers. There is no one universally accepted definition of psychographics and researchers tend to operationalize psychographics to fit their own research purposes. Psychographics has consequently attracted criticism in the literature. Critics argue that psychographic measures are useless and expensive. Moreover, it is felt that psychographic segmentation studies often produce results that are questioned on the grounds of reliability and validity. On the other hand, supporters of psychographic research feel that psychographic measures can be of value in segmentation studies. It is the author's intention in this thesis to address the conflicting opinions surrounding the potential usefulness of including psychographic variables in a market segmentation analysis. 2016-02-24T11:17:29Z 2016-02-24T11:17:29Z 1993 Master Thesis Masters MBusSc http://hdl.handle.net/11427/17239 eng application/pdf application/pdf School of Management Studies Faculty of Commerce University of Cape Town |
| spellingShingle | Marketing Psychographics Chaplin, Marilyn A critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry |
| thesis_degree_str | Master's |
| title | A critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry |
| title_full | A critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry |
| title_fullStr | A critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry |
| title_full_unstemmed | A critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry |
| title_short | A critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry |
| title_sort | critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry |
| topic | Marketing Psychographics |
| url | http://hdl.handle.net/11427/17239 |
| work_keys_str_mv | AT chaplinmarilyn acriticalevaluationofthecontributionofpsychographicmeasuresasdescriptorvariablesintheprofilingofmarketsegmentsforaspecificindustry AT chaplinmarilyn criticalevaluationofthecontributionofpsychographicmeasuresasdescriptorvariablesintheprofilingofmarketsegmentsforaspecificindustry |