Zakuskin S.V.Published in:
Russian Journal of Entrepreneurship
– Volume 19, Number 12 (December 2018)

JEL classification: M30, M31, M39

Keywords: consumer preferences, dependence of parameters, descriptive statistics, distribution of respondents' answers, marketing research, nonparametric statistics, segmentation bases, significance of variables, target group


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Abstract:

The methods of analysis of research data by methods of descriptive and nonparametric statistics, allowing to obtain results beyond the standard approach: the identification of the grounds for segmentation, description of segments, evaluation of the attitude of respondents to goods/brands, firms, identification of problems in related areas, processing an array of many variables, identifying the nature of the dependence parameters, are given. The proposed methods are illustrated by practical examples from different areas of business.

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