UPORABA STATISTIČNIH METOD PRI RAZISKAVI MARKETINGA

Paun, Ivana

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Title:	UPORABA STATISTIČNIH METOD PRI RAZISKAVI MARKETINGA
Authors:	ID Paun, Ivana (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	UNI_Paun_Ivana_2012.pdf (525,21 KB) MD5: E15154F452CE4ED2F1BA72706E0AEE7B PID: 20.500.12556/dkum/db4288bd-798e-4f90-83ab-bf78e2f22029
Language:	Slovenian
Work type:	Final seminar paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Raziskava marketinga je del procesa povratnih informacij ter hkrati orodje za raziskovanje novih priložnosti na trgu. Raziskave marketinga se lotimo, ko poznamo problem ter informacije, ki jih potrebujemo. Ko zberemo informacije iz sekundarnih virov, določimo katere informacije bomo iskali iz primarnih virov. Izberemo metodo raziskave, ki bo najbolj primerna za našo raziskavo ter za pridobitev informacij, ki jih potrebujemo. Poleg metode opazovanja in eksperimenta, je spraševanje najbolj pogosto uporabljena metoda zbiranja primarnih podatkov. Poznamo osebno, telefonsko, pisno in spletno spraševanje. Da bi zbrali vse informacije, ki jih potrebujemo, moramo sestaviti primeren vprašalnik, ki nam bo zagotovil zanesljive in veljavne podatke. Na koncu določimo vzorec naše ciljne populacije. Za sestavo reprezentativnega vzorca, moramo poznati lastnosti posameznikov ciljne populacije. Po zbiranju podatkov, je podatke treba obdelati ter analizirati. Pred analizo pretvorimo podatke v takšno obliko, ki nam olajša razumevanje in tolmačenje. Za statistično analizo podatkov uporabljamo več različnih metod kor so opisna statistika, univariantne metode ter multivariantne statistične metode. Od opisne statistike pri raziskavi marketinga najbolj pogosto uporabljamo aritmetično sredino, modus in mediano. Da bi poleg aritmetične sredine razumeli tudi razpršenost podatkov, za izračun uporabimo standardni odklon in standardno napako. Univariantno statistično metodo analize podatkov uporabimo kadar nas zanimajo značilnosti za vsako statistično enoto posebej. Pri multivariantni analizi poznamo več metod: multiplo regresijsko analizo, multiplo diskriminantno analizo, klastersko analizo, faktorsko ter korespondenčno analizo. Da bi primerno analizirali podatke, je poznavanje statističnih metod ključnega pomena. Z analizo je tesno povezana tudi interpretacija podatkov in posledično razumevanje rezultatov raziskave.
Keywords:	raziskava marketinga, statistične metode, vzorčenje, obdelava podatkov, univariantne statistične metode, multivariantne statistične metode
Place of publishing:	Maribor
Publisher:	[I. Paun]
Year of publishing:	2012
PID:	20.500.12556/DKUM-37284
UDC:	339.13
COBISS.SI-ID:	11374364
NUK URN:	URN:SI:UM:DK:SNCE7CJX
Publication date in DKUM:	02.04.2013
Views:	5338
Downloads:	935
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	USE OF STATISTICAL METHODS IN MARKETING RESEARCH
Abstract:	Marketing research is a part of the feedback process and also a tool to explore new market opportunities. We start a marketing research when we know the problem and define the information that we need. When we collect information from secondary data sources, we determine what information will be sought from primary sources. Later we chose a survey method, which will be most suitable for our study, and to obtain the information we need. Besides methods of observation and experiment, the most commonly used method of collecting primary data is question surveys. We know personal, telephone, in writing or online questioning. In order to gather all the information we need, we need to draw up a suitable questionnaire that will provide us with reliable and valid data. At the end we make a proper sample of the target population. For the composition of a representative sample, we need to know the characteristics of the individuals in the target population. After data collection, the data must be processed and analyzed. Before analysis, the data is converted in such a form that facilitates understanding and interpretation. For statistical analysis of the data we use several different methods: the descriptive statistics, univariate methods and multivariate statistical methods. Most often used descriptive statistics are arithmetic mean, mode and median. In order to understand the dispersion of the data, we calculate the standard deviation and standard error. Univariate statistical method of data analysis is used when we are interested in the characteristics of each statistical unit. Several multivariate analysis methods are known: multiple regression analysis, multiple discriminant analysis, cluster analysis, factor analysis and correspondence analysis. In order to properly analyze the data, knowledge of statistical methods is crucial. The analysis is closely related to the interpretation of data and the consequent understanding of the survey results.
Keywords:	marketing research, statistical methods, sampling, data processing, univariate statistical methods, multivariate statistical methods

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