Abstract
For museums, developing audiences means both attracting non-visitors to their venues, and improving repeat visitors' attendance patterns and experience. Audience development strategies encourage museums to create open door events in order to deal with barriers preventing a wider audience from becoming their visitors, and to build stronger relationships with their current visitors. Satisfaction is expected to influence future buying decisions - i.e., intention to return and to recommend. Will a satisfying experience at a museum event improve event goers' visiting patterns? This research aims to ascertain the effects of attending open day events on the development of art museum audiences. We present the findings of exploratory quantitative research using the personal interview survey method. Our results indicate that open day events have potential to develop audiences, as such events eliminate attendance barriers, attract first time visitors and provide trial experiences for potential museum visitors. However, the positive association between event experience and intention to return to the museum on an ordinary day was not statistically supported by this study. © 2012 Copyright Taylor and Francis Group, LLC.

Abstract
The tweens are a transitional age group undergoing deep physical and psychological transformations. Based on a thirteen-focus group research design involving 103 students, and applying a tweens-centered approach, the characteristics of SMS, IM, Internet, digital photos, electronic games, and email were analyzed. Categories such as moral issues, psychological and social consequences, problems/drawbacks, general benefits, and technical attributes synthesized the main characteristics attached to each form of digital technology. Their relative relevance was not gender dependent. Furthermore, tweens exhibited both metacognitive knowledge and personal epistemological observations associated with most of the digital technologies.

Abstract
The youngsters are technology intensive users, open to innovations and a very qualified group of consumers. They learn quickly and manage to explore more device features than adults. Ultimately, the success of many new digital technologies depends on their judgment. This research compares tweens and teens categorizations of electronic games and Internet. Assessing what attributes they consider enables engineers to and marketers to highlight the characteristics that matter to them during the development and marketing process. Methodologically this research is based on 26 focus group involving 104 teenagers and 103 tweens. A total of 55 attributes were associated with electronic games but only 29% were commonly shared with both groups of young participants. Whereas concerning Internet 46% of the 16 attributes verbalized were identical among tweens and teens. © 2012 AICIT.

Abstract
Clusterings based on many variables are difficult to visualize and interpret. We present a methodology based on Factor Analysis (FA) which can be used for that purpose. FA generates a small set of variables which encode most of the information in the original variables. We apply the methodology to segment the users of a web portal, using access log data. It not only makes it simpler to visualize and understand the clusters which are obtained on the original variables but it also helps the analyst in selecting some of the original variables for further analysis of those clusters.

Abstract
The potential value of a market segmentation for a company is usually assessed in terms of six criteria: identifiability, substantiality, accessibility, responsiveness, stability and actionability. These are widely accepted as essential criteria, but they are difficult to quantify. Quantification is particularly important in early stages of the segmentation process, especially when automatic clustering methods are employed. With such methods it is easy to produce a large number of segmentations but only the most interesting ones should be selected for further analysis. In this paper, we address the problem of how to quantify the value of a segmentation according to the criteria above. We propose several measures and test them on a case study, consisting of a segmentation of portal users.

Abstract