Header

UZH-Logo

Maintenance Infos

Science communication scholars use more and more segmentation analyses: Can we take them to the next level?


Füchslin, Tobias (2019). Science communication scholars use more and more segmentation analyses: Can we take them to the next level? Public Understanding of Science, 28(7):854-864.

Abstract

Science communication scholars are publishing more and more segmentation analyses as they further our understanding of different audiences and their characteristics. They follow different aims, are therefore difficult to compare and do not lend themselves to more generalisable and theoretical knowledge production. Our field has the potential to follow a demand for more systematic efforts by taking advantage of our high-quality representative data sets focusing on public perceptions of science. Beforehand, however, science communication scholars using segmentation analyses have to identify common goals and overcome a number of hurdles concerning variable selection, methodological approaches, and transparency. Ultimately, a collaborative and systematic application of segmentation analyses could result in truly relevant insights for our field.

Abstract

Science communication scholars are publishing more and more segmentation analyses as they further our understanding of different audiences and their characteristics. They follow different aims, are therefore difficult to compare and do not lend themselves to more generalisable and theoretical knowledge production. Our field has the potential to follow a demand for more systematic efforts by taking advantage of our high-quality representative data sets focusing on public perceptions of science. Beforehand, however, science communication scholars using segmentation analyses have to identify common goals and overcome a number of hurdles concerning variable selection, methodological approaches, and transparency. Ultimately, a collaborative and systematic application of segmentation analyses could result in truly relevant insights for our field.

Statistics

Citations

Dimensions.ai Metrics

Altmetrics

Downloads

22 downloads since deposited on 20 Aug 2019
22 downloads since 12 months
Detailed statistics

Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:Cluster analysis, public understanding of science, science communication, segmentation, survey research
Language:English
Date:1 October 2019
Deposited On:20 Aug 2019 12:53
Last Modified:17 Sep 2019 20:29
Publisher:Sage Publications Ltd.
ISSN:0963-6625
OA Status:Green
Publisher DOI:https://doi.org/10.1177/0963662519850086

Download

Download PDF  'Science communication scholars use more and more segmentation analyses: Can we take them to the next level?'.
Preview
Content: Accepted Version
Language: English
Filetype: PDF
Size: 864kB
View at publisher