Faktorinės ir klasterinės analizės metodų taikymas rinkos tyrimuose

Abstract

The market is not only a specific structure, but there are many market participants (consumers, competitors, intermediaries in the supply). In order to understand the consumer and be able to assess the target market, which will be directed towards capturing market strategy, you need to know what factors cause some kind of user behaviour. Factor analysis helps to analyze and identify patterns and structures of the phenomenon. Market segmentation is the best possible way to ensure that resources are directed to those consumers and organizations from which they can expect the highest returns. Well done the market research is the basis for successful market segmentation. Market segmentation must take into account all the complex variables in order to provide the broadest possible view of the market. For this purpose, cluster analysis. Marketing specialists in cluster analysis methods applied by the exclusion of consumer groups that have a separate marketing program. Factorial and cluster analysis requires complex mathematical calculations. Application of these methods is possible using special statistical software packages. SPSS data collection and analysis of products covering all phases of market research project. The article deals with cluster and factor analysis methods in market research, the use of such methods of market factors and market segments differentiated between samples.