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Publication details [#36207]

Eichhorn, Wolfgang. 1992. The unknown audience: Typologies of radio listeners in Germany. European Journal of Communication 7 (1) : 95–119.

Publication type

Article in journal

Publication language

English

Keywords

audience | radio | typology

Place, Publisher

SAGE Publications

ISBN

0267-3231

Journal WWW

www.sagepub.co.uk/ejournals/

Annotation

This study on delimitation of radio station audiences in Germany, argues that explorative audience segmentation via cluster analysis is superior to sociodemographic analysis. Listener groups' evaluation of radio stations appears to be determined by rather diverse motivations.