Palabras clave
audience segmentation
formative research
audience analysis
Cómo citar
Resumen
Helping people adopt behaviors to improve social, economic, and environmental conditions is central to Extension’s mission. This new publication describes cluster analysis, a quantitative technique that can be used to identify audience subgroups so that tailored education and communications can be designed, and conveys its value in supporting behavior change to help readers understand how this technique is applied and encourage others to consider using it. Written by Laura A. Warner; 5 pp.
https://edis.ifas.ufl.edu/wc399
Citas
Ali, A. D., Warner, L. A., & Kumar Chaudhary, A. (2018). Using perceived landscape benefits to subgroup Extension clients to promote urban landscape water conservation. EDIS, 2018(4). https://doi.org/10.32473/edis-wc291-2018
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Gibson, K. E., Fortner, A. R., Lamm, A. J., & Warner, L. A. (2021). Managing demand-side water conservation in the United States: An audience segmentation approach. Water, 13(21), 2992. https://doi.org/10.3390/w13212992
Gibson, K. E., Lamm, A. J., & Lamm, K. W. (2020). Identifying audience needs to effectively communicate about the cost of implementing sustainable farming practices. Journal of Applied Communications, 104(3). https://doi.org/10.4148/1051-0834.2334
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Kumar Chaudhary, A., & Warner, L. A. (2018). Understanding good irrigation and fertilization behaviors among households using landscape design features. EDIS, 2018(1), 4. https://doi.org/10.32473/edis-wc292-2018
Monaghan, P., Warner, L., Telg, R., & Irani, T. (2014). Improving Extension program development using audience segmentation. EDIS, 2014(6). http://edis.ifas.ufl.edu/wc188
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Warner, L. A., Israel, G. D., & Diaz, J. M. (2019). Identifying and meeting the needs of Extension’s target audiences. EDIS, 2019(3). https://doi.org/10.32473/edis-wc336-2019
Warner, L. A., Kumar Chaudhary, A., Rumble, J. N., Lamm, A. J., & Momol, E. (2017). Using audience segmentation to tailor residential irrigation water conservation programs. Journal of Agricultural Education, 58(1), 313–333. https://doi.org/10.5032/jae.2017.01313
Warner, L. A., Lamm, A. J., Rumble, J. N., Martin, E., & Cantrell, R. (2016). Classifying residents who use landscape irrigation: Implications for encouraging water conservation behavior. Environmental Management, 58(2), 238–253. https://doi.org/10.1007/s00267-016-0706-2
Yim, O., & Ramdeen, K. T. (2015). Hierarchical cluster analysis: Comparison of three linkage measures and application to psychological data. The Quantitative Methods for Psychology, 11(1), 8–21. https://doi.org/10.20982/tqmp.11.1.p008