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Cluster Analysis for Extension and Other Behavior Change Practitioners series

Helping people adopt behaviors to improve social, economic, and environmental conditions is central to Extension’s mission. Extension is tasked with consistently evolving and remaining relevant to meet the current needs of diverse audiences. This evolution can be seen in the shift from a one-way delivery of singular mass messages to a more refined, participatory approach where specific audience needs are met through targeted, tailored programming (Monaghan et al., 2014; Warner et al., 2019). Cluster analysis is a quantitative technique that can be used to identify audience subgroups so that tailored education and communications can be designed. This series is for Extension professionals or other social scientists working in any disciplinary area who want to understand how cluster analysis is used or are considering using it themselves. 

 

Editorial Team

Cluster Analysis for Extension and Other Behavior Change Practitioners: Information and Terminology Needed for Cluster Analysis

WC434/AEC773by Laura A. WarnerAugust 2, 2023By identifying audience subgroups, cluster analysis (a quantitative technique) helps Extension agents tailor their education and communication programs to specific audiences. This publication falls under the Cluster Analysis for Extension and Other Behavior Change Practitioners series and discusses key information and terminology associated with cluster analysis. The publication thus builds upon “Cluster Analysis for Extension and Other Behavior Change Practitioners: Introduction,” which introduced cluster analysis as a technique for audience segmentation. This publication provides essential information for the publications which follow, “A Practical Example” and “Integrating the Results of Cluster Analysis into Meaningful Audience Engagement.”

Cluster Analysis for Extension and Other Behavior Change Practitioners: Introduction

WC399/AEC738by Laura A. WarnerNovember 9, 2021Helping people adopt behaviors to improve social, economic, and environmental conditions is central to Extension’s mission. This new publication describes cluster analysis, a quantitative technique that can be used to identify audience subgroups so that tailored education and communications can be designed, and conveys its value in supporting behavior change to help readers understand how this technique is applied and encourage others to consider using it. Written by Laura A. Warner; 5 pp.

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