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dc.contributor.advisorMoffit, Timothy E.
dc.contributor.authorJohnson, Megan
dc.description37 p.en_US
dc.description.abstractThis paper strives to identify the changes and continuations in psychographic research that have occurred over time by reviewing multiple studies. By comparing the studies to a past review on the subject (Wells, 1975), significant trends and shifts in psychographic usage were recognized. Analysis methods were found to shift from general lifestyle analyses to more product-specific ones. While seen as a supplement to demographics in earlier years, psychographies began to stand out as an individual technique that could be used on its own. Researchers recognized that it is not wise to utilize a single technique. Many should be implemented at a time to acquire the best results. When this idea was acted upon, psychographies proved itself to be reliable. Age and Internet usage are suggested topics for future research.en_US
dc.relation.ispartofKalamazoo College Economics and Business Senior Individualized Projects Collection
dc.relation.ispartofseriesSenior Individualized Projects. Economics and Business.;
dc.rightsU.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
dc.titleThe Progression of Psychographic Research in Marketing Strategies over Timeen_US
KCollege.Access.ContactIf you are not a current Kalamazoo College student, faculty, or staff member, email to request access to this thesis.

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  • Economics and Business Senior Individualized Projects [1145]
    This collection includes Senior Individualized Projects (SIP's) completed in the Economics and Business Department. Abstracts are generally available to the public, but PDF files are available only to current Kalamazoo College students, faculty, and staff.

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