Acta Univ. Agric. Silvic. Mendelianae Brun. 2010, 58, 179-188
Published online 2014-07-17

Quantitative data systemization and visualisation in marketing research: groceries selection determinants

Jitka Janová1, Ladislav Stejskal2

1Ústav statistiky a operačního výzkumu, Mendelova univerzita v Brně, 613 00 Brno, Česká republika
2Ústav marketingu a obchodu, Mendelova univerzita v Brně, 613 00 Brno, Česká republika

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.


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