One of the key stages of marketing research is data analysis. Method of triangulation of information is widely used in our company Bazis Intelligence Group that may guarantee the objectivity of conclusions.
Marketing analysts and sociologists have a lot of different methods of data analysis. The choice of method depends on research objectivity.
Sometimes it is necessary to make one-dimensional analysis (univariate analysis) to describe one characteristics of sample in a certain point in time (for example, you would like to know the number of people who use certain cellular network in Ekaterinburg city (Russia) for a current period).
Sometimes it is required to make multivariate analysis to set dependencies between two or more variables (for example, you consider that there is a dependency between financial position and the number of certain cellular network consumers).
In quantitative research, analysis tools we typically use, but not limited to, are the following:
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For qualitative research projects, data is as analyzed in order to explore common trends, tendencies and dependencies, which provides for more in-depth conclusions. |
The software supported: Bazis IG Team has skills in the usage of multiple statistical packages such as SPSS, SAS, MiniTab, Vortex, Sawtooth.
Analysis of variance (ANOVA) – is a collection of statistical models and their associated procedures which compare means by splitting the overall observed variance into different parts. The purpose is to test for significant differences between means.
Regression analysis – is statistical method of making dependences between response variables and predictors. It is used to model relationships between variables, determine the magnitude of the relationships between variables, and can be used to make prognosis based on the models. In context of marketing research regression analysis is used for demand forecasting.
Cluster analysis – is a class of statistical techniques. The purpose of cluster analysis is grouping of similar objects (clusters). A cluster is a group of relatively homogeneous cases or observations.With the help of cluster analysis we can realize, for example, market segmentation.
In marketing, cluster analysis is used for:
1) Market segmentation and determining of target markets
2) Product positioning and New Product Development
3) Selecting test markets
Factor analysis – is a complex of methods, which let us clarify not apparent characteristics on the basis of evident (apparent) characteristics of studied process or phenomena. The purpose of this method is the reduction of number of variables and their classification. We can use this method for the analysis of consumer’s behavior and etc.
Perceptual mapping (brand mapping) – is one of the most effective methods of brand’s image diagnostics and testing its materials (name, packing, advertisement and so on). Perceptual mapping is a graphic technique used by marketing analysts that tries to visually display the perceptions of customers or potential customers.
