市场研究中的多元统计分析方法.pptVIP

* 3 个市场方面的概念 大规模市场（Mass marketing）: 一种产品 ==所有的受访者 产品类别市场（Product variety marketing）: 2个或更多的种类 ==所有手访者 * 不知道谁、为什么、怎样 * 市场的努力分散 目标市场（Target marketing）: 产品和营销的组合 ==不同的细分 * 市场细分的种类 Base: Descriptor: Approach: Predefined Derived Quantity consumed (heavy vs. light) Price sensitivity Brand loyalty etc. Benefits sought Needs Attitudes etc. Demographics/classification Geographic Media usage etc Demographics/classification Geographic Media usage Psychographic etc Cross-tab Cluster analysis * 市场细分、目标市场和市场定位 1. Identify bases for segmenting the market 2. Develop profile of resulting segment (demographic, behavior, personality, etc.) 什么是市场细分? 3. Develop measure of segments attractiveness (size, growing,etc) 4. Select the target segments 选择哪个目标市场 5. Develop positioning for each segment 6. Develop market mix for each target segment (product, price, distribution, promotion, etc.) 怎样选择? * 最后的总结Final thoughts….. * 多元统计分析不能替代 ….. 好的简报 好的研究方案设计 好的运作执行和质量控制 你和你的研究小组清晰的思路 你更好的理解正常人（非市场研究人员）如何思考和认识你所研究的市场 但是多元统计分析是一种非常重要的研究方法，你将回在工作中接触和使用它 1 Note: if you were doing this as a real project you would probably colour the graph appropriately - i.e. Brown in brown etc. Just like you do for clients Needed for the exercise envelopes of colours and animals cut up Should take about 5 minutes - don’t let them muck around for too long To be cut up for the previous exercise My take on how the map should look (note: orientation does not at all matter) Note where the centre of the map is The centre point of the map is something that people should bea ware of and can be skewed The vertical and horizontal axis must be explained Note where the centre of the map is The centre point of the map is something that people should bea ware of and can be skewed The vertical and horizontal axis must be explained * 概念MAP（Perceptual Mapping）的基本方法 通过因子分析程式来运行一组数据 减少大量的变量（如产品属性）到小规模的基础变量。这些变量是高度自相关的变量，例如，受访者的回答模式都非常相似 通过因子提取来解释因子变量。高的得分意味着更加重要的变量已经被因子所包含 * 回归分析Regression * 回归分析是什么?