Nontrivial results of descriptive statistics in marketing research

Zakuskin S.V.1
1 ООО Агентство «Компас Рисерч»

Journal paper

Russian Journal of Entrepreneurship *
Volume 19, Number 12 (December 2018)
* Этот журнал не выпускается в Первом экономическом издательстве

Citation:

Abstract:
The methods of analysis of research data by methods of descriptive and nonparametric statistics, allowing to obtain results beyond the standard approach: the identification of the grounds for segmentation, description of segments, evaluation of the attitude of respondents to goods/brands, firms, identification of problems in related areas, processing an array of many variables, identifying the nature of the dependence parameters, are given. The proposed methods are illustrated by practical examples from different areas of business.

Keywords: marketing research, consumer preferences, target group, descriptive statistics, nonparametric statistics, distribution of respondents' answers, significance of variables, segmentation bases, dependence of parameters

JEL-classification: M31, M30, M39

References:

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