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來源資料
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題名 | 社會行銷市場區隔變數之比較研究--以骨髓捐贈活動為例=The Comparison of Market Segment Variables on Social Marketing--The Case of Marrow Donation Activity |
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作者 | 黃俊英; 林義屏; | 書刊名 | 管理評論 |
卷期 | 17:1 1998.01[民87.01] |
頁次 | 頁39-59 |
分類號 | 540.1 |
關鍵詞 | 社會行銷; 市場區隔; 骨髓捐贈; 區別分析; Social marketing; Market segmentation; Marrow donation; Discriminant analysis; |
語文 | 中文(Chinese) |
中文摘要 | 本研究以骨髓捐贈活動為研究對象,從社會行銷的角度瞭解其運作現況,以意見 與態度、生活型態 / 活動、及人口統計變數等為區隔基礎, 比較各區隔變數的區別能力, 並對潛在的目標市場進行市場區隔研究。以便利抽樣及人員訪問方式,共取得 1024 份有效 樣本。 研究結果發現:三組區別函數之區別能力以人口統計變數較佳,區別率達 72.77%; 並找出捐贈者與潛在捐贈者群體在這些區隔變數中的特徵。 |
英文摘要 | The purpose of this study is to compare discriminating ability of market segment variables, based on opinions and attitudes, lifestyle/activity, and demographic variables, of marrow donation activity from the perspective of social marketing, and to find out the segment variables of its potential market. Using convenient sampling and personal interviews, we had obtained 1,024 usable samples. Among these three variables, the demographic variables had the most powerful distinctiveness, and reached the discriminative ratio of 72.77%. We also stated the characteristics of donors and potential donors on these three segment variables. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。