市场研究中的多元统计分析方法PPT教案

1、市场研究中的多元统计分析方法市场研究中的多元统计分析方法l聚类分析（聚类分析（Cluster analysis/segmentation)结论第1页/共68页特征特征 或或我们所我们所传送的传送的意识意识.The Benefits第2页/共68页第3页/共68页就被称为多元统计分析第4页/共68页赚取更多的钞票赚取更多的钞票第5页/共68页第6页/共68页第7页/共68页第8页/共68页第9页/共68页第10页/共68页第11页/共68页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页/共68页Cats

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

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

5、iled responses are necessary第26页/共68页它会很有帮助（尤其对市场人员），如果map 有相同的定位 -但是，相同的定位并不意味着什么第27页/共68页最少点的限 - 你需要至少3个点去做一张 map, 4 更好第28页/共68页第29页/共68页第30页/共68页第31页/共68页第32页/共68页第33页/共68页第34页/共68页第35页/共68页第36页/共68页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页/共68页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页/共68页司其他方面的因素司其他方面的因素) 第39页/共68页第40页/共68页第41页/共68页l -年龄和收入、收入和教育程度等年龄和收入、收入和教育程度等.Multic

8、ollinearity 对我们来说是一个大问题第42页/共68页第43页/共68页Nightclubs/ Girlie BarsConferences第44页/共68页第45页/共68页第46页/共68页第47页/共68页第48页/共68页第49页/共68页第50页/共68页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页/共68页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页/共68页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页/共68页ATTRIBUTES

13、CONTRIBUTING TO PRODUCT/ATTITUDINAL FACTORS - IVFactor 7:FactorloadingFavorable fragranceTotal(R19) Has a good fragrance3%1第54页/共68页第55页/共68页第56页/共68页第57页/共68页第58页/共68页第59页/共68页Variable BVariable ACorrespondence matrix . . . . . . . . . .第60页/共68页评价一种判别簇类之间定性区别的方法 (例如：根据背景、品牌使用、心理因素)第61页/共68页第62页/共6

14、8页目标市场（Target marketing）: 产品和营销的组合 =不同的细分第63页/共68页Base:Descriptor:Approach:PredefinedDerivedQuantity consumed (heavy vs. light)Price sensitivityBrand loyalty etc.Benefits soughtNeedsAttitudesetc.Demographics/classificationGeographicMedia usageetcDemographics/classificationGeographicMedia usagePsychographic etcCross-tabCluster analysis第64页/共68页什么是市场细分什么是市场细分?3. Develop measure of segments attractiveness (size, growing,etc)4. Selec