Einstellungsbasierte Mobilitätstypen: Eine integrierte Anwendung von multivariaten und inhaltsanalytischen Methoden der empirischen Sozialforschung zur Identifikation von Zielgruppen für eine nachhaltige Mobilität

Marcel Hunecke, Sonja Haustein

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

This study presents an integration of standardized and interpretative methods of empirical social research. This approach is exemplified by the creation and evaluation of attitude-based mobility types. Database was a standardized survey of 1991 inhabitants of three large German cities. By combining different multivariate procedures, five attitude-based mobility types were created, considering the criteria predictive power, stability, and interpretability. The mobility types were characterized by the highest predictive power compared with the alternative target group models of life stages and spatial categories. In a second standardized survey the temporal stability of the mobility types turned out to be lower than expected. Subsequent to the segmentation, in-depth-interviews with 82 selected representatives of each mobility type were conducted. On this basis, the reliability of mobility types and constituent variables could be determined in an interpretative way. The proposed target group model is evaluated with regard to the three segmentation criteria predictive power, temporal stability, and measurability. Finally, the transferability to other domains of environmental behavior is discussed
Keyword: Triangulation,Target Groups,Segmentation,Mobility Behavior
Original languageGerman
JournalUmweltpsychologie
Volume11
Issue number2
Pages (from-to)38-68
ISSN1434-3304
Publication statusPublished - 2007
Externally publishedYes

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