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随着我国经济的快速稳健发展,人们对市场问题的研究与探索也逐渐加深,消费者的购买习惯和态度、品牌形象和特性、产品服务质量和市场细分等问题都是重点关注的趋向。由于一些市场问题在研究过程中存在变量个数多、分析机理复杂和数据含量大等问题,因此,因子分析和聚类分析作为两种比较科学和实用的技术就应运而生了,并且在市场研究中得到了广泛的关注和利用。本文叙述了因子分析和聚类分析的概念以及它们在市场研究中的意义,并且详细介绍了因子分析和聚类分析在市场细分中的应用。
With the rapid and steady development of economy in our country, people have gradually deepened their research and exploration on market issues. The problems such as consumer’s buying habits and attitudes, brand image and characteristics, product service quality and market segmentation are the focuses of attention. Because some market problems have many variables, complicated analysis mechanism and large data content in the research process, factor analysis and cluster analysis come into being as two comparatively scientific and practical technologies, and in the market Research has received widespread attention and use. This paper describes the concept of factor analysis and cluster analysis and their significance in market research, and introduces in detail the application of factor analysis and cluster analysis in market segmentation.