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ETD Abstract Container

Abstract Header

Market Segmentation for the Field of Graphic Design

Hollinger, Wendy Allyn
http://rave.ohiolink.edu/etdc/view?acc_num=osu1419263208

Abstract Details

1989, Master of Arts, Ohio State University, Industrial, Interior Visual Communication Design.
The intent of this project was to study market segmentation as it applies to graphic design firms, in order to develop a greater understanding of market segments, their characteristics, and applications. The study assumed that graphic design firms could market their services more effectively by creatively structuring elements of their marketing strategy based on identification and better understanding of appropriate market segmentation. A preliminary framework of market segments based on possible characteristics was established in order to develop the primary research instrument, a self-administered, open- and closed-answer questionnaire, mailed to 1200 design firms nationwide. The survey's central focus was to identify the characteristics that differentiate the various clients with whom design firms work or would like to work. Results were compared to those attained through a small scale study of representative clients of designers. A self-administered, open- and closed-answer questionnaire was used to survey bankers, podiatrists, and insurance agents. The survey's central focus was to contribute to the information that would differentiate the clients with whom design firms work. The result of this study is the identification of some of the differentiating characteristics of clients, based on designers' as well as clients' responses. Implications suggest a basic framework for the use of segmentation in marketing approaches applicable to graphic design. The final chapter provides suggestions for future studies which could more completely establish the benefits of the application of this marketing strategy.
Virginia Bearner Weinhold (Advisor)
Donald L. Sexton (Committee Member)
Guy Salvato (Committee Member)
122 p.
Design

Recommended Citations

Citations

  • Hollinger, W. A. (1989). Market Segmentation for the Field of Graphic Design [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1419263208

    APA Style (7th edition)

  • Hollinger, Wendy. Market Segmentation for the Field of Graphic Design. 1989. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1419263208.

    MLA Style (8th edition)

  • Hollinger, Wendy. "Market Segmentation for the Field of Graphic Design." Master's thesis, Ohio State University, 1989. http://rave.ohiolink.edu/etdc/view?acc_num=osu1419263208

    Chicago Manual of Style (17th edition)

osu1419263208
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© 1989, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.