文章基本信息

标题：Caracterización de los individuos propensos al cambio de canal de televisión
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作者：Juan Carlos Gázquez Abad ; David Jiménez Castillo ; Elvira Sáez González 等
期刊名称：Universia Business Review
印刷版ISSN：1698-5117
出版年度：2008
卷号：3
期号：18
出版社：Universia Business Review
摘要：Zapping is one of the main problems faced by advertisers and TV networks nowadays. These agents try to lessen zapping behaviour through new advertising and scheduling strategies. However, the first step to solve the problem is to be aware of this behaviour from examining TV viewers in depth. The present work aims to characterise zapping-prone individuals through the analysis of people-meter data. To do so, both hierarchical segmentation techniques as well as non-hierarchical ones are applied using socio-demographic and viewing-behaviour variables. We could infer some interesting contributions for both zapping research and network planning.