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Home bodies and couch potatoes

Two-group discriminant analysis was used to assess the strength of each of five dimensions used in classifying individuals as TV users or non-users. The discriminant analysis procedure was appropriate for this use because of the nature of the predefined categorical groups (users and non-users) and the interval scales used to generate individual factor scores.
Two equal groups of 185 elderly consumers, users and non-users (total n = 370), were created. The discriminant equation for the analysis was estimated by using a subsample of 142 participants from the sample of 370. Of the remaining participants, 198 were used as a validation subsample in a cross-validation of the equation. Thirty participants were excluded from the analysis because of missing discriminant values.
The canonical correlation for the discriminant function was 0.4291, significant at the p
The cross-validation procedure using the discriminant function from the analysis sample gave support to the contention that the dimensions aided researchers in discriminating between users and non-users of TV. As the table shows, the discriminant function was successful in classifying 75.76% of the cases. This suggests that consideration of the identified dimensions will help marketers understand elderly consumers.