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- W2095091454 abstract "Abstract Developing taxonomies of media usage provides an essential step in simplifying the media decision process: Notwithstanding the intuitive appeal of a hierarchical approach to developing these taxonomies, none of the studies reported in the marketing/advertising literature are hierarchical in nature. This paper reports a study in which hierarchial factor analysis was used to replicate and extend the Rentz/Reynolds (1979) magazine taxonomy reported previously in this journal." @default.
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- W2095091454 date "1988-06-01" @default.
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- W2095091454 title "Toward a Hierarchical Taxonomy of Magazine Readership" @default.
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- W2095091454 doi "https://doi.org/10.1080/00913367.1988.10673109" @default.
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