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Published in:
2015 | OriginalPaper | Chapter
Characteristics of Automatic Teller Machine users by Multivariate Analysis
Authors : Yitshak Dayan, Thomas D. Dovel
Published in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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This study attempts to pursue an adequate analytical determination of target market automatic teller machine user characteristics which can be used as strategic input to the marketing planning process. To this end, the Wright State University consumer panel was utilized to probe in detail both frequency and type of ATM use and specific user profiles using both Multiple Discriminate Analyses and Automatic Interaction Deduction. Further analysis was then used to develop user/non-user profiles and respondent discrimination in regard to preferences for potential ATM locations.