Market Research Course - Quantitative Part 英文.pptVIP

Perceptual Mapping: Brands vs. Attributes Brand E Brand A Brand B Brand D Brand C Works fast Improves bone quality Prevents hip fractures Safe for long-term use Convenience Prevents vertebral fractures Well tolerated The relative perceived positioning of the various 5 brands vs.. 8 product attributes Increases BMD Segmentation Analysis The purpose of segmentation analysis is to form groups of respondents (doctors, patients etc.,) such that, with respect to clustering variable (s), each group is as homogenous as possible and as different from the other groups as possible. There are TWO main routes to segmentation: A priori segmentation (referred as OUTSIDE-IN) The segments are ASSUMED before-hand such as based on demographics, geographic etc.,, Cluster-based segmentation* (INSIDE-OUT) The segments are NOT ASSUMED before-hand but identified based on homogeneity exhibited by respondents on certain parameters such as behavioural attributes, perception statements, attitude towards new drug introduction etc., NOTE: * This will be discussed in detail VARIABLE SELECTION is the single most crucial step in cluster analysis The selection of variable depends on the type of business objective that we have in mind. We may want to segment respondents based on “benefit segmentation,” or “need-based segmentation” or “attitudinal segmentation” etc., The variables that meet our business objective are chosen for cluster analysis The segments are then profiled to identify distinct differences between the segments The number of clusters (i.e. segments) depends on the following characteristics: Meaningfulness – How sensible or meaningful the segments are Accessibility – How effectively can the segment be reached Sustainability – The degree to which the segments are large or profitable enough Actionability – The degree to which they can have programs designed for them Segmentation AnalysisGeneral Rules Segmentation AnalysisCase Study MARKETING APPLIC