Using Cluster Analysis to Target Educational Messages to Consumers

Cluster analysis is a common marketing tool for identifying groups of customers, clients, or consumers similar enough in demographics, behaviors, or attitudes to warrant specialized methods for targeting them with a desired message. We used cluster analysis on data from an integrated pest management...

Full description

Saved in:
Bibliographic Details
Published in:Journal of extension 2017-02, Vol.55 (1)
Main Authors: Kratsch, Heidi, Skelly, JoAnne, Hill, George, Donaldson, Susan
Format: Article
Language:English
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Cluster analysis is a common marketing tool for identifying groups of customers, clients, or consumers similar enough in demographics, behaviors, or attitudes to warrant specialized methods for targeting them with a desired message. We used cluster analysis on data from an integrated pest management (IPM) survey of the general public to categorize groups by their similarities with regard to IPM-related attitudes and behaviors. We describe how we used these data to target critical IPM messages in ways most likely to elicit positive behavior change. The methods we used could be applied in many disciplines to target Extension educational messages to diverse client groups.
ISSN:0022-0140
1077-5315
DOI:10.34068/joe.55.01.25