| Reference: | 一、中文部分
1.任玉著，〔家庭主婦收看連續劇動機之研究〕，（國立政治大學新聞研究所碩士論文，民國六十一年六月）。
2.宋同慶著，〔電視觀眾的行為分析與研究〕，（國立政治大學企業管理研究所碩士論文，民國七十三年六月）。
3.邱秀貴著，〔台北市民使用錄影機的行為與動機之研究〕，（國立政治大學新聞研究所碩士論文，民國七十三年二月）。
4.林清山著，多變項分析統計法（台北：東華書局，民國六十九年）。
5.陳定國著，企業管理（台北：三民書局，民國七十二年）。
6.馬濟華著，〔電視觀眾區隔與電視節目偏好研究〕，（台北：國立政治大學企業管理研究所碩士論文，民國七十二年）。
7.陳定國，黃俊英（編），企業應用技術大全（台北：大世紀企管顧問公司）。
8.黃俊英著，行銷研究（台北：華泰書局，民國七十年）。
9.張春興著，心理學（台北：東華書局，民國六十五年）。
10.楊國樞等編，社會科學及行為研究法（台北：東華書局，民國六十七年）。
11.鄭銓泰著，〔台北市已婚婦女生活型態與媒體接觸行為之研究〕，國立台灣大學商學研究所碩士論文，民國七十年六月）。
二、英文部份
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2. Demby, D. " Psychographics and from whence it came, " W. D. Well. ed. dife Style and Psychographics, ( Chicago: America Marketing Association, 1974).
3. Defleur, M .L. and S. Ball-Rokeach. Theory of Mass Communication. (New York: Longman, 1975).
4. Engel, James F., Blackwell, Roger D., and Kollat, David T., Consumer Behavior 3th ed. New Jersey Prentice-hall the 1980.
5. Hustad, and Pessemier,. " The Development and Application of Psychographic Life style and Associated Activity and Attitute Measures,"
6. Kotler, Philip " Marketing Management-Analysis, planning, and Control, 4th ed. (New Jersey Prentice-Hall. Inc. 1980).
7. Levitt, Theodore., " Marketing Myopia " , Harvard Business Review (July-August ,1960).
8. Levy, M .R. Home video recorders: a user survey. "Journal of Communication (Autumn 1980).
9. Mckitterick, John B., " What is the marketing Management Concept ?" The Frontiers of Marketing Thought and Action (Chicago: American Marketing Association, 1957).
10. Segmentation: Tournal of Marketing, Vol. 38(Jan, 1974)
11. Plummer, J. T. "The concept and Application of Life Style Segmentation , " Journal of Marketing , Vol. 38 (Jan, 1974).
12. Rubin, A.M. "A development examination of the uses of television by children and Adolescents. " ph. D. dissertataion University of Illinois , 1976.
13. Rubin , A. M. " Television use by children and adolescents" Human Communication Research 5 (Winter 1979).
14. Rubin, A. M. "An examination of television viewing motivations. " Communication Research 8 (April 1981).
15. Steiner, G. A. The people look at Television: A study of Attitude Audience ( N.Y.: Knopt, 1963).
16. Wind, Y. Issues and Advance in Segmentation Research," Journal of Marketing Research, Vol XV (August, 1978).
17. Wind , Y. and Green, P.E. "Some Conceptual Measurement and Analytical Problem in Life Style Research, " W. D. Wells ed. Life Style and Psycholographics, (Chicago: America Marketing Association , 1974).
18. Well, W. D. " Psychographics : A Critical Review, " Journal of Marketing, Vol. 38 (May, 1974).
19. Wind, and Green, " Some Concetual, Measurement, and Analytical Problems in Life Style Research,".
20. Wells, William D. and Tigert, Douglas T. " Activities, Interesta" and Opinions, " Journal of Advertising Research, Vol. 11. No. 4 (August 1971). |
