Kvantitativní systemizace a vizualizace dat v marketingovém výzkumu: determinanty výběru potravin = Quantitative data systemization and visualisation in marketing research: groceries selection determinants

To chci

The paper aims to fill in the gap in effective interpretation of the results obtained when systemizing the marketing data by cluster analysis. The graphic visualization of the cluster analysis results is developed in the way the marketing information can be more easily readable and interpretable. Using the primary research data concerning decision making process of consumer when purchasing groceries, the systemization of consumers using hierarchical cluster analysis is performed for several sets of consumers' characteristics and for each case the graphic visualization is developed. The graphical information is interpreted and the marketing impacts of the results obtained by the cluster analysis and presented by the visualization are discussed. Range of possible applications of the procedure constructed encompasses also other spheres of primary and secondary marketing research and generally is useful for the effective analyses of various statistical surveys. … celý popis

Podrobná bibliografie

Hlavní autor

Jitka Janová

Další autoři

Ladislav Stejskal, 1979-

Typ dokumentu

Články

Fyzický popis

8 il.

Publikováno v

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. -- ISSN 1211-8516. -- Roč. 58, č. 6/I (2010), s. 179-187

Témata

MARKET RESEARCH

CONSUMER BEHAVIOUR

PURCHASING

FOODS

DECISION MAKING

DATA PROCESSING

STATISTICAL METHODS

marketingový výzkum

chování spotřebitelů

nakupování

potraviny

rozhodovací činnost

zpracování dat

statistické metody

shluková analýza

Popis jednotky

4 grafy, 4 tabulky

Bibliografie

Literatura na s. 187