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Turyzm
|
2015
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vol. 25
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issue 1
29-37
EN
The paper has employed a three-factor model of constraints, which differentiates intrapersonal, interpersonal and structural. The study was carried out on a sample of N = 981 adult residents of Poland. The three most common barriers constraining attendance at attractions were identified: availability, high entrance fees and lack of time. The constraints were found to be related to a number of socio-demographic characteristics, such as gender, age, education, size of place of residence and household income per capita. Three market segments limited by similar constraints and showing similar attraction attendance behaviour were identified with their socio-demographic characteristics.
EN
In social sciences, especially in economy, to reveal relations between variables it’s easy to apply many known statistical tools when we deal with observable (measureable) variables. The problems appear when dealing with latent variables – that are not directly observed and they are of subjective matter. It’s also an important issue to measure relations between latent variables. The example of latent variables are preferences. The preferences play a very important role in economy. Very often real market decisions, choices (or answers in a questionnaire) are described by non-metric variables (nominal and ordinal). These variables are also called qualitative. The latent class analysis allows to reveal hidden relations between observable variables. The observable variables allow, with a specified probability, to find a non-observable phenomenon. The latent class analysis allows to analyze the qualitative data [see: McCutcheon 1987, p. 7; 11; Hagenaars 1993, p. 21–23]. LCA was introduced by Lazarsfeld in 1950 [1968]. The paper presents evaluation of college students with application of latent class analysis. To obtain such a goal data collected (winter recruitment of 2008/2009) by a college in Walbrzych was used.
EN
This study aims to investigate crop selection and spatial patterns of agricultural fields in a drought-affected region in Isfahan Province, central Iran. Based on field surveys portraying growth stages of the main crops including wheat, alfalfa, vegetables and fruit trees, three Landsat 8 operational land imager (OLI) images were acquired on March 15 (L1), June 27 (L2) and October 1 (L3), 2015. After performing radiometric and atmospheric corrections, Normalized Difference Vegetation Index (NDVI) maps of the images were produced and introduced to the Multi-Resolution Segmentation algorithm to delineate agricultural fields. An NDVI-based decision algorithm was then developed to identify crops devoted to each field. Finally, a set of landscape metrics including Number of Patches (NP), mean patch size (MPS), mean shape index (MSI), perimeter-to-area ratio (PARA) and Euclidian Nearest Neighborhood Distance (ENN) was utilized to evaluate their respective spatial formation. The results showed that nearly 46% of fields are devoted to wheat indicating that the landscape has been dramatically shifted towards wheat monoculture farming. Moreover, the farmers’ inclination to grow crops in large fields (approximate area of 1 ha) with more regular geometric shapes are considered as an effective way of optimising water use efficiency in areas experiencing significant water shortage.
EN
The present study reports results from a series of computer experiments seeking to combine word-based Largest Chunk (LCh) segmentation and Agreement Groups (AG) sequence processing. The AG model is based on groups of similar utterances that enable combinatorial mapping of novel utterances. LCh segmentation is concerned with cognitive text segmentation, i.e. with detecting word boundaries in a sequence of linguistic symbols. Our observations are based on the text of Le petit prince (The little prince) by Antoine de Saint-Exupéry in three languages: French, English, and Hungarian. The data suggest that word-based LCh segmentation is not very efficient with respect to utterance boundaries, however, it can provide useful word combinations for AG processing. Typological differences between the languages are also reflected in the results.
EN
The purpose of this article is to use a hierarchical algorithm to reduce the number of companies in stock exchange portfolios, together with the identification of the most and least profitable groups of the companies. To prepare the research, the author decided to use a hierarchical clustering method to segment mWIG40 index entities. The conducted research contributed to the knowledge of the segments appearing on mWIG40 index and the profitability of the obtained clusters in the analyzed period. It was concluded that the hierarchical clustering method can divide the entities from mWIG40 index into six segments. The obtained groups differed from each other in terms of the analyzed features. Moreover, it was found that it was possible to identify more and less profitable segments in terms of the rate of return. What is more, only one segment was characterized by a higher rate of return than the benchmark. The findings can help investors to make better decisions during their investing process. In addition, the results can help companies to map their business in the market.
EN
The concept of market segmentation is closely related to the concept of diversity. Without diverse market with many different people with different history, origin, interests, needs, wants and perceptions, we would hardly be able to segment the market. The diversity of the global market makes the market segmentation attractive, viable and potentially high yield strategy. The segmentation of the tourism market is an important part of understanding consumer behavior and is characterized by intensity.
EN
The purpose of this study is the statistical analysis of results of the online survey in order to make market segmentation of Facebook users. Non-random sampling methods were used: convenience sampling and snowball sampling method. Because the sample was not representative, it did not give rise to statistical inferences about the population of Facebook users. The survey results were only part of the initial diagnosis, a description of the existing state of affairs. On the basis of selected market segmentation criteria and using the generalized k-means clustering algorithm and the Ward agglomeration method three clusters were formed: “Informed over-cautious persons” (56,31% of the sample), “Committed risktakers” (20,39% of the sample) and “Persistent assertive people” (23,30% of the sample). Segments were profiled on the basis of psychographic and behavioral criteria. The statistical significance of the relationship between clusters of Internet users and individual variables was confirmed by the chi-square test.
EN
Technological progress has revolutionized the contemporary market and communication in every area and dimension. As a result of the emergence of many new opportunities, targeted messages and increase the volume of marketing messages that reach a wide audience, consumers are becoming more demanding. Gaining their trust is much harder today than ever before. The development of the media caused the appearance of adverse syndromes in the functioning of modern democracy. The focus on capturing the viewer at all costs by the mass media makes public political discourse “howled down” by presented in the media discourse elites. In this situation, the entity due to the fear of being ostracized by society, takes only the topics of the mass media and expresses opinions similar to the opinions expressed by these media. This leads to darkening political discourse. The model that favours the civic discussion of political action is based on the contacts “face to face” thus, model “one to one”. New opportunities for interactivity, above all, increasing availability and ease of use of ICT (information and communication technologies), forces the actors to the political scene to change their approach to the voters. This new approach creates a model of communication very close to meeting “face to face”, but in a virtual environment (Kowalik). The tools of new media not only facilitate positioning of political offers, but also by its interactivity, implement this model in the area of virtual space. This is especially important in the space in which successive generations of voters are present today. According to Adamski (2010: 252), the Internet can not rather be considered only as means of mass media. Instead, it is a kind of communication environment in which both the communication to an individual and the means of mass communication can operate. Batorski, defines the internet as metamedium because it contains, at least it allows to create virtually any media properties. The aim of the article is to point out the importance of the Internet in political marketing by the perception of marketing products and services. This perception comes from the broader analysis, conducted by the author, and contains the issue of penetration methods, techniques and instruments of marketing for the economic social area. Article responds to the hypothesis that politicians do not exploit fully the possibility of building an interactive relationship with the voter via the Internet that can contribute to the success of the election.
EN
Purpose: Interest in older consumers as the subject of marketing strategy is growing in Western countries (Gunter, 1998). However, in Poland, this group is still neglected by marketers and perceived in stereotypical way, and its marketing potential is underestimated. The main goal of this research was to provide understanding of the contemporary older Polish population and especially older Polish consumers, including their values, needs, attitudes, opinions and behaviors. Methodology: In order to investigate the Polish “grey market,” we conducted survey research (CAPI) based on a representative quota – a random nationwide sample of n=1500 participants above 55 years old. Additionally, we also conducted qualitative research – 18 individual in-depth interviews (IDIs) at homes of consumers (ethnographic interviews). Findings: Based on the factor and cluster analysis (Weinstein, 1994) from the quantitative survey, 5 segments of older Polish consumers were selected: Fulfilled Optimists (14% of population), Bored with Life (17%), Passive Materialists (22%), Family-oriented Non-materialists (22%), and Excluded Traditionalists (25%). Segments differed in values, lifestyles, attitudes toward life, family, work and general life satisfaction. As a consequence of those psychological differences, segments differed in consumer behaviour, preferences and perception of marketing communication (advertising). Originality/Value: Our analysis shows that key areas, which determine particular consumer behaviour in each segment are – contrary to common belief – not demographic characteristics, but mainly psychological aspects (such as attitude to life, optimism, attitude to money, open-mindedness and general curiosity).
EN
One of the fundamental pillars of properly set up marketing communication is customer orientation, defining their needs and preferences and then creating their profiles. Following this fact, the aim of the study is to create subsegments of Generation Y (Millennials) in the Czech market based on identified factors in terms of lifestyle as the non-traditional segmentation descriptive variable. In order to achieve the aim of the study, AIO parameters within psychographic segmentation were used to process primary data collected by marketing research carried out in the form of a questionnaire. Overall, 999 respondents who are residents of the Czech Republic participated in this marketing research. The characteristics of Generation Y (Millennials) and the determination of the main points for external and internal marketing strategies create the basis for the comparison of subsegments based on the criteria determining the possible success of the company in this process.
EN
Segmentation in banking for the business client market is traditionally based on size measured in terms of income and the number of employees, and on statistical clustering methods (e.g. hierarchical clustering, k-means). The goal of the paper is to demonstrate that self-organizing maps (SOM) effectively extend the pool of possible criteria for segmentation of the business client market with more relevant criteria, including behavioral, demographic, personal, operational, situational, and cross-selling products. In order to attain the goal of the paper, the dataset on business clients of several banks in Croatia, which, besides size, incorporates a number of different criteria, is analyzed using the SOM-Ward clustering algorithm of Viscovery SOMine software. The SOM-Ward algorithm extracted three segments that differ with respect to the attributes of foreign trade operations (import/export), annual income, origin of capital, important bank selection criteria, views on the loan selection and the industry. The analyzed segments can be used by banks for deciding on the direction of further marketing activities.
PL
Głównym celem artykułu jest empiryczne ujęcie pojęcia trajektorii i wykorzystanie go do opisu przebiegu życia w kontekście aktywności edukacyjno-zawodowych. Skupiono się przede wszystkim na przedstawieniu metody badania, w mniejszym stopniu zaś na wynikach analiz. Przeprowadzono je na danych pochodzących z badania Uwarunkowania decyzji edukacyjnych, wykorzystano przy tym techniki analizy sekwencji. Na podstawie informacji o osobach będących w wieku 65 i 35 lat wyodrębniono segmenty wskazujące na istnienie wyraźnie różnych trajektorii karier zawodowych. W obu grupach zidentyfikowano segment wyróżniający się długimi i stabilnymi epizodami bierności zawodowej. Następnie za pomocą modelu regresji logistycznej opisano szanse znalezienia się w tym segmencie w odniesieniu do indywidualnych charakterystyk badanych. Zarówno w przypadku osób będących w wieku 35 lat, jak i 65 lat wystąpił istotny (negatywny) wpływ wykształcenia na prawdopodobieństwo znalezienia się w grupie zagrożonej długotrwałą biernością. Płeć, jako osobny czynnik, w obu grupach wieku nie była istotnym statystycznie współczynnikiem. Wśród 35-latków istotnym zagrożeniem długotrwałą biernością wyróżniały się osoby, które nie uczęszczały do przedszkola, a także kobiety wykonujące zawody o niskim stopniu złożoności (zaliczane do szóstej i wyższych grup zawodów w klasyfikacji ISCO88).
EN
Most widely used information on changing trends in the supply and demand for labour is provided through cross-sectional research. However, in spite of the fact that cross-sectional data (e.g. the Labour Force Survey conducted by Eurostat) describes the working, unemployed and economically inactive population in great detail, it is still not sufficient to quantify the influence of individual choices on life cycle trajectories. The main purpose of this article is to elaborate on the concept of trajectories in social sciences using empirical evidence and utilise this theory in order to describe the life cycle of two age groups with reference to educational and professional activities. To the author’s best knowledge, this work is one of the first applications of sequence analysis using data collected in Poland from The determinants of educational decisions panel study. The paper focuses mainly on presenting the research method, and to a lesser extent on the results. Two age groups were selected for the analyses: 35- and 65-year-old respondents. In both age groups, a segment of respondents with long and stable periods of economic inactivity was identified. Using a logistic regression model, the probability rate of belonging to the segment of lengthy inactivity was calculated. For both age groups there was a strong (negative) effect of education, which reduced the chances of intensive inactivity. Gender, as a separate factor, was not statistically significant in either group. The 35-year olds who did not attend kindergarten and women in low and semi-skilled professions (belonging to the 6th and higher ISCO88 occupational groups) were characterised by a significantly higher risk of becoming inactive.
EN
The paper presents the main trends associated with so-called human factor inherent in higher education during the Second Academic Revolution. Been defined and characterized the changing lecture role, the specific teaching of this period. Author presents the positive and negative aspects of teaching, including the diversification and specialization of activity due to changes in student population, reducing the quality of the learning and teaching activities, migration, increased re-sponsibility and accountability of teachers, etc.
EN
In many advanced countries housing consumption plays a significant role in the social stratification of households. First, the article sets out to determine whether during the transformation period significant differentiation of housing consumption occurred and social stratification became linked to stratification by housing consumption. In other words, whether alongside the ‘standard’ criteria (age, education, income, and other socio-economic variables) influencing the stratification of Czech households it is also necessary to take into account the type and quality of housing. Second, in relation to these findings on stratification, Czech households are segmented into 12 segments. The article then makes some general prognoses for each household segment regarding the number of households in selected forms of housing and types of housing development for 2020. These prognoses showed that if ‘optimistic’ outlooks for economic development are met and Czech citizens’ housing preferences remain constant, there could be a substantial increase compared to today in the share of Czech households living in family homes and even to a certain excess of supply of rental flats over demand.
Język Polski
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2015
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vol. 95
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issue 4
325-332
PL
Celem artykułu jest pokazanie, że tradycyjna fonetyczna i fonologiczna transkrypcja tekstu polskiego pozostaje pod wpływem systemu pisma. Zapisując głoski czy fonemy, zachowuje się ortograficzną segmentację na słowa i nie uwzględnia akcentu (który czasem różnicuje znaczenie). Znacznie bardziej uzasadniona empirycznie i dydaktycznie jest transkrypcja podająca akcent i niewyodrębniająca słów ortograficznych.
EN
The aim of the paper is to show that traditional phonetic and phonological transcription of Polish texts remains under the influence of the system of writing. It uses special symbols for sounds or phonemes but keeps the orthographic segmentation into words and does not take into consideration the stress (which sometimes differentiates the meaning). The transcription of a Polish text with marked stressed syllables and without division into orthographic words would be much more empirically adequate and didactically useful.
16
75%
EN
Keystroke logging has demonstrated that a translator’s text production can be broken down into units separated by pause boundaries (Dragsted 2004, 2005, 2010). Reading research has not identified analogous boundaries, as the only interruptions in a reader’s visual attention to a text are often only blinks. However, in an experimental setup with tracking of a translator’s gaze movements across a screen showing the source text and (emerging) target text, gaze data show the translator’s shifts of visual attention between the two texts. Can such shifts be seen as an index of content processing units? And do such shifts give us more accurate information about segmentation or more information than keystroke intervals? Using a rather poorly calibrated recording of just one translator’s translation of a single sentence (within a longer task) for illustration, the paper seeks to tentatively explore the feasibility of identifying segments, understood as processing units, on the basis of gaze shifts, and to inquire into what motivates gaze shifts. It also seeks to illustrate how much our interpretation of gaze representations, not least suboptimal representations, depend on a theory of reading.
17
Content available remote

Zrównoważona konsumpcja: istota – formy – nabywcy

75%
PL
Wielowymiarowy w swej istocie akt konsumpcji, jeśli jeszcze nabywca uwzględnia zasady zrównoważonego rozwoju, staje się wyzwaniem – również społecznym i politycznym. Wzorce silnie lub słabo zrównoważonej (ograniczonej) konsumpcji w różnym stopniu spełniają etyczny nakaz międzygeneracyjnej sprawiedliwości, a ich skuteczność zależy od skali zmiany stylów życia. Dotychczasowe badania form konsumpcji oraz segmentów nabywców ujawniają polaryzację zakupów motywowanych proekologicznie, bądź prospołecznie, a także lukę intencjonalno-behawioralną, co utrudnia predykcję zachowań rynkowych. Niepewność tę można jednak zmniejszyć, budując segmentację na analizie pojedynczych aktów zakupu. Zjawisko zrównoważonej konsumpcji można określić wciąż jako nie w pełni rozpoznane i wymagające dalszych badań.rs
EN
Multidimensional in esse the act of consumption, if the buyer takes into account the principles of sustainable development, become a challenge - also social and political. The patterns of strong and weak sustainable consumption fulfill in different degree the ethical warrant of intergenerational justice, then their effectiveness depends on the scale of lifestyles change. Previous studies of sustainable consumption forms and consumers segments reveal polarization of purchasing decisions: proecologically or socially motivated, and an „intention-behavior gap”, hindering the prediction of market behavior. This problem can be reduced by the segmentation based on the single act of purchase analysis. The phenomenon of sustainable consumption recognition can still be described as incomplete, resulting in a number of specific problems that require further research.
EN
In this paper we analyse the phenomenon of the global young consumer. Taking the example of young people from South Korea and Poland, we show similarities and differences in their reaction to modern socio-cultural trends influencing consumption patterns. The globalization process is believed to affect most young people designated Generation Y. They were brought up in the Internet age, which ease homogenization of cultural values, attitudes and consumer behaviour. On the other hand, the impact of local culture on their behaviour as consumers must still be considered. The results of quantitative studies conducted among 200 young Korean and Polish consumers were investigated. A research tool, in the form of six indices measuring the attitudes towards modern socio-cultural trends influencing consumer behaviour, was used (materialism, impulsive consumption, greening, virtualization, virtual tribalism, tribalism in real space). The findings suggest that there are significant differences in the level of materialism, greening and tribalism in real space between young Poles and Koreans while their attitudes to behaviour connected to Internet usage are similar. Therefore, the assumption can be made that the widespread use of new technologies is a characteristic feature that bonds Generation Y on a global scale while other aspects of consumer behaviour remain strongly influenced by local cultures. This makes a significant contribution to knowledge of marketing strategy planning in global companies targeting young consumers. It seems that the ethnocentric approach can be implemented only in the new technologies sector while for other products and services the polycentric strategy is more appropriate.
PL
W artykule podjęto próbę oceny zależności między koniunkturą w polskiej gospodarce a aktywnością gospodarstw domowych na rynku usług ubezpieczeniowych. Wśród mierników aktywności gospodarstw uwzględnionych w analizie znalazły się m.in. liczba usług ubezpieczeniowych, liczba zakładów ubezpieczeń, w których gospodarstwo korzysta z usług, oraz aktualne i planowane wydatki na ubezpieczenia. Analiza została przeprowadzona na podstawie danych pochodzących z badań realizowanych wśród gospodarstw domowych i menedżerów zakładów ubezpieczeń przez Katedrę Badań Marketingowych Uniwersytetu Ekonomicznego w Poznaniu. Przedstawiono wyniki analizy korelacji oraz scharakteryzowano segmenty gospodarstw domowych wyodrębnione w zależności od fazy koniunktury.
EN
In the article an attempt is taken to assess relationship between cyclical changes in the Polish economy and activity of households in the insurance services market. The following measures of households' activity are used in the analysis: volume of insurance services, a number of insurance companies of which services households make a use and an amount of actual and planned spending on insurance services, inter alia. The study uses data from surveys conducted by Department of Marketing Research of the Poznan University of Economics among households and insurance companies’ managers. We present results of correlation analysis and segmentation of households on the basis of their behaviour during downward and upward phases of business cycles.
PL
Celem artykułu jest próba określenia możliwych zagrożeń dla dydaktyki przekładu wynikających z rosnącej popularności narzędzi do tłumaczenia wspomaganego komputerowo w procesie kształcenia tłumaczy z punktu widzenia kompetencji translacyjnych i układu translodydaktycznego. Artykuł określa potencjalne negatywne konsekwencje stosowania programów CAT jako narzędzia dydaktycznego na proces translodydaktyczny i wskazuje na możliwe sposoby ich uniknięcia. W treści artykułu zidentyfikowano i omówiono mechanizmy i sposoby działania popularnych na rynku programów CAT, które ze względu na swój wysoce utylitarny charakter mogą wywierać wpływ na kształcenie kompetencji translacyjnych.
EN
The aim of this article is to determine potential pitfalls related to the growing popularity of computer-assisted translation tools for translation didactics from the perspective of translator’s competences and the translation training system. The article specifies the potential negative consequences of using CAT software as a didactic tool for the translation training system and the possible means of avoiding them. The article pinpoints and discusses the various mechanisms and principles of operation of modern CAT tools which, due to their highly utilitarian nature, may impact on the process of formation of translator’s competences.
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