多元统计分析经典案例教程.pptVIP

* 聚类分析怎样使用? 去识别细分市场 —了解购买行为 为市场测试确定相匹配的城市 在市场结构分析中去识别竞争者 减少数据以便进一步的分析 * 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 * 当你看一张map时 .. 问你自己 一张图表总是浓缩数据并使数据变的直观，但是它也有局限性，大量的数据本身蕴涵的信息将会丢失 (例如仅是重要的信息被保留）。因此，相关性分析图应当小的心运用和解释（