Navigation auf zora.uzh.ch

Search ZORA

ZORA (Zurich Open Repository and Archive)

Migration von ZORA auf die Software DSpace

ZORA will change to a new software on 8th September 2025. Please note: deadline for new submissions is 21th July 2025!

Information & dates for training courses can be found here: Information on Software Migration.

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.

Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:070 News media, journalism & publishing
Scopus Subject Areas:Social Sciences & Humanities > Communication
Social Sciences & Humanities > Developmental and Educational Psychology
Social Sciences & Humanities > Arts and Humanities (miscellaneous)
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:20 Jun 2025 01:37
Publisher:Sage Publications Ltd.
ISSN:0963-6625
OA Status:Green
Publisher DOI:https://doi.org/10.1177/0963662519850086
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

Metadata Export

Statistics

Citations

Dimensions.ai Metrics
20 citations in Web of Science®
21 citations in Scopus®
Google Scholar™

Altmetrics

Downloads

267 downloads since deposited on 20 Aug 2019
33 downloads since 12 months
Detailed statistics

Authors, Affiliations, Collaborations

Similar Publications