This study investigates one of the fastest growing, yet relatively unknown market segments—singles. The purpose of the study is to access the homogeneity of single females in respect to a variety of advertising-related variables. Never-marrieds, divorced and widowed females were assessed. The results confirm the heterogeneity of the single female market with respect to a variety of advertising and media-related variables.
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Bush et al. (1987) studied this question.
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