Abstract
The problem is that of estimating the quantitative and qualitative character of the audience reading any given group of magazines. The tool for attacking this problem is factor analysis. Long used by psychologists and economists, this technique is well suited for a comprehensive approach to many marketing problems. The pairwise audience overlap for fifty-three magazines is analyzed for a nationwide sample of women.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have