DISCRIMINANT ANALYSIS IN MARKETING RESEARCH.docVIP

DISCRIMINANT ANALYSIS IN MARKETING RESEARCH Assistant Ph.D Erika KULCSáR Babe? Bolyai University of Cluj Napoca Abstract: This paper classifies among marketing researches aiming to study the influence that the following independent variables (explanatory) have: Estimating the expenses incurred in Centre Development Region, including country of residence and the variable How many days have you planned to stay in this region? on the construction of separate groups which form the dependent variables - the type of tourist (foreign, Romanian). Thus I shall analyse the explication of the different characteristics of the groups in terms of different attributes that members of these groups have with respect to the independent variables (explanatory). Questionnaires have been distributed to hotels in Bra?ov, Predeal, Poiana-Bra?ov, Sfantu Gheorghe, Covasna, Miercurea-Ciuc, Gheorgheni, Tu?nad, Targu-Mure?, Sighi?oara, Sibiu, Alba – Iulia and other localities that have linked this route. More than 2,000 questionnaires have been distributed. The quantitative research was conducted between 15.05.2009-17.10.2009. Keywords: marketing research, dependent variable, independent variable, discriminant coefficient. Discriminant analysis In order to base some marketing The subject of the discriminant strategies, the relative importance of the analysis is the study of the relationships expenditures made by tourists have be between a dependent variable, known as well as the expected length of measured nominally, which implies the staying to identify potential Romanian and foreign tourists. I also wanted to groups, and a set of independent find out which of the two variables has a existence of two or more disjoint variables, intervallic 2004, p. 382) Between explanatory, measured greater influence. Next I shall make a d