市場(chǎng)研究中的多元統(tǒng)計(jì)分析方法PPT教案

1、市場(chǎng)研究中的多元統(tǒng)計(jì)分析方法市場(chǎng)研究中的多元統(tǒng)計(jì)分析方法l聚類分析（聚類分析（Cluster analysis/segmentation)結(jié)論第1頁(yè)/共68頁(yè)特征特征 或或我們所我們所傳送的傳送的意識(shí)意識(shí).The Benefits第2頁(yè)/共68頁(yè)第3頁(yè)/共68頁(yè)就被稱為多元統(tǒng)計(jì)分析第4頁(yè)/共68頁(yè)賺取更多的鈔票賺取更多的鈔票第5頁(yè)/共68頁(yè)第6頁(yè)/共68頁(yè)第7頁(yè)/共68頁(yè)第8頁(yè)/共68頁(yè)第9頁(yè)/共68頁(yè)第10頁(yè)/共68頁(yè)第11頁(yè)/共68頁(yè)Wan LiMagic CleanMr. MuscleLookCleans well for heavyduty cleaning *Is effective

2、 inremoving oil/greaseCleans thoroughlyBlue MoonGold FishGFLWhite CatCloroxCleans and shines in one step *Has a good fragrance *Deodorizes Is easy to useCleans well for lightduty cleaning *Is a trustworthy brand *Is non-irritating/safe to useLeaves a long-lasting shine *Leaves a shine *第12頁(yè)/共68頁(yè)Cats

3、DogsBirdsBunniesBlack20%40%50%5%Brown10%40%40%80%White30%10%2%0%Mixed/other50%10%8%15%第13頁(yè)/共68頁(yè)20%40%50%5%10%40%40%80%20%10%50%10%15%2% 8%CatsDogsBirdsBunniesBlackBrownWhiteMixed/ other第14頁(yè)/共68頁(yè)20%40%50%5%10%40%40%80%20%10%2%50%10%8%15%CatDogBirdBunniesMixed/ otherWhiteBrownBlack第15頁(yè)/共68頁(yè)第16頁(yè)/共68頁(yè)BR

4、OWNBLACKWHITEMIXED第17頁(yè)/共68頁(yè)BROWNBLACKWHITEMIXED第18頁(yè)/共68頁(yè)BROWNBLACKWHITEMIXED第19頁(yè)/共68頁(yè)第20頁(yè)/共68頁(yè)第21頁(yè)/共68頁(yè)BlackBrownWhiteMixed/ otherCatsDogsBirdsBunnies33%65.4%第22頁(yè)/共68頁(yè)BlackBrownWhiteMixed/ otherCatsDogsBirdsBunnies33%65.4%第23頁(yè)/共68頁(yè)第24頁(yè)/共68頁(yè)第25頁(yè)/共68頁(yè)lratings lBetter for smaller brands, when more deta

5、iled responses are necessary第26頁(yè)/共68頁(yè)它會(huì)很有幫助（尤其對(duì)市場(chǎng)人員），如果map 有相同的定位 -但是，相同的定位并不意味著什么第27頁(yè)/共68頁(yè)最少點(diǎn)的限 - 你需要至少3個(gè)點(diǎn)去做一張 map, 4 更好第28頁(yè)/共68頁(yè)第29頁(yè)/共68頁(yè)第30頁(yè)/共68頁(yè)第31頁(yè)/共68頁(yè)第32頁(yè)/共68頁(yè)第33頁(yè)/共68頁(yè)第34頁(yè)/共68頁(yè)第35頁(yè)/共68頁(yè)第36頁(yè)/共68頁(yè)StylishFriendlinessClassyQuality of IngredientsRelaxingEase of Drinking ComfortableSophisticatedCa

6、ffine ContentModernPrideYoung/OldBitternessStage of CareerSmoothness5.05.44.74.85.96.05.04.25.66.56.46.44.56.45.9Key DriversMean Scorer2 = 0.57第37頁(yè)/共68頁(yè)Value12%Buy again30%Recommend30%Price66%Customer FocusedOverall Quality14%ProductPerformanceRetail OutletStart up serviceSpeedAdd on ServicesPromoti

7、onsPhone CustService Billing0.45*0.22*0.16*0.100.020.020.02% - Top 2 box scores* Statistically significant 0.42*0.35*-0.21*0.17*Easy to useTechnically advancedIMAGE0.100.120.19*Modelavailability0.09Beta score第38頁(yè)/共68頁(yè)司其他方面的因素司其他方面的因素) 第39頁(yè)/共68頁(yè)第40頁(yè)/共68頁(yè)第41頁(yè)/共68頁(yè)l -年齡和收入、收入和教育程度等年齡和收入、收入和教育程度等.Multic

8、ollinearity 對(duì)我們來(lái)說(shuō)是一個(gè)大問(wèn)題第42頁(yè)/共68頁(yè)第43頁(yè)/共68頁(yè)Nightclubs/ Girlie BarsConferences第44頁(yè)/共68頁(yè)第45頁(yè)/共68頁(yè)第46頁(yè)/共68頁(yè)第47頁(yè)/共68頁(yè)第48頁(yè)/共68頁(yè)第49頁(yè)/共68頁(yè)第50頁(yè)/共68頁(yè)ATTRIBUTES CONTRIBUTING TO PRODUCT/ATTITUDINAL FACTORS - IFactor 1:FactorloadingFactor 2:FactorloadingTotal(R07) Cleans well for heavy duty cleaning(R06) Is effec

9、tive in removing tough stains (R04) Is effective in removing oil/grease(R05) Keeps soils and stains from building up(R08) Keeps germs/bacteria away(R22) Disinfects/kills germs(R21) Long lasting cleaning (R17) Cleans thoroughlyTotal(R13) Is non-irritating/safe to use(R15) Is safe for environment (R11

10、) Is easy to use(R16) Deodorizes(R14) Does not leave residueCleans and kills germsSafe and easy to use47%0.760.720.690.670.580.560.540.497%0.800.750.700.630.54第51頁(yè)/共68頁(yè)ATTRIBUTES CONTRIBUTING TO PRODUCT/ATTITUDINAL FACTORS - IIFactor 3:FactorloadingFactor 4:FactorloadingProtects and gives shiny surf

11、aceBasically reliable and affordableTotal(R03) Is a trustworthy brand(R02) Cleans well for light duty cleaning(R01) Good value for money4%0.690.650.64Total(R25) Leaves a protective finish(R23) Leaves a shine(R24) Safe to surface(R20) Cleans and shine in one step5%0.830.740.690.61第52頁(yè)/共68頁(yè)ATTRIBUTES

12、CONTRIBUTING TO PRODUCT/ATTITUDINAL FACTORS - IIIFactor 5:FactorloadingFactor 6:FactorloadingWide usageNo rinseTotal(R09) Does not require rinsing(R10) Leaves long-lasting shine3%0.830.56Total(R18) Is effective on a variety of surfaces(R12) Cleans in grooves and corners3%0.790.43第53頁(yè)/共68頁(yè)ATTRIBUTES

13、CONTRIBUTING TO PRODUCT/ATTITUDINAL FACTORS - IVFactor 7:FactorloadingFavorable fragranceTotal(R19) Has a good fragrance3%1第54頁(yè)/共68頁(yè)第55頁(yè)/共68頁(yè)第56頁(yè)/共68頁(yè)第57頁(yè)/共68頁(yè)第58頁(yè)/共68頁(yè)第59頁(yè)/共68頁(yè)Variable BVariable ACorrespondence matrix . . . . . . . . . .第60頁(yè)/共68頁(yè)評(píng)價(jià)一種判別簇類之間定性區(qū)別的方法 (例如：根據(jù)背景、品牌使用、心理因素)第61頁(yè)/共68頁(yè)第62頁(yè)/共6

14、8頁(yè)目標(biāo)市場(chǎng)（Target marketing）: 產(chǎn)品和營(yíng)銷(xiāo)的組合 =不同的細(xì)分第63頁(yè)/共68頁(yè)Base:Descriptor:Approach:PredefinedDerivedQuantity consumed (heavy vs. light)Price sensitivityBrand loyalty etc.Benefits soughtNeedsAttitudesetc.Demographics/classificationGeographicMedia usageetcDemographics/classificationGeographicMedia usagePsychographic etcCross-tabCluster analysis第64頁(yè)/共68頁(yè)什么是市場(chǎng)細(xì)分什么是市場(chǎng)細(xì)分?3. Develop measure of segments attractiveness (size, growing,etc)4. Selec