Analisis marketing.
Enviado por Harry Edwin • 8 de Marzo de 2017 • Documentos de Investigación • 682 Palabras (3 Páginas) • 239 Visitas
ANALYZING MARKET SEGMENTS USIN CROSS TABULATIONS
Developing Cross Tabulations
A Cross Tabulation or “Cross tab” is a method of presenting and relating data having two or more variables. It is used to analyze and discover relationship in the data. Two important aspects of cross tabulations are deciding which of two variables to pair together to help understand the situation and forming the resulting cross tabulations.
Paring the Questions
Marketers pair two questions to understand marketing relationships and to find effective marketing actions For example
If you want to study your hypothesis that as the age of the head of household increases, patronage of FAST-FOOD restaurants declines, you can cross tabulate questions
1A. Absolute Frequencies | ||||
FREQUENCY | ||||
AGE OF HEAD OF HOUSEHOLD (YEARS) | ONCE A WEEK OR MORE | 2 OR 3 TIMES A MONTH | ONCE A MONTH OR LESS | TOTAL |
24 or less | 144 46 82 | 52 58 69 | 19 29 87 | 215 33 238 |
25 to 39 | ||||
40 or over | ||||
Total | 272 | 179 | 135 | 586 |
2B. Row Percentages: Running Percentages Horizontally | ||||
AGE OF HEAD OF HOUSEHOLD (YEARS) | ONCE A WEEK OR MORE | 2 OR 3 TIMES A MONTH | ONCE A MONTH OR LESS | TOTAL |
24 or less | 67% | 24.2% | 8.8% | 100.0% |
25 to 39 | 36.4 | 43.6 | 21.8 | 100.0 |
40 or over | 34.4 | 29 | 36.6 | 100.0 |
Total | 46.4% | 30.6% | 23.0% | 100.0% |
The raw data or answer to the specific questions are shown in the figure 1A, for example this cross ta shows that 144 household whose head was 24 years or younger ate at FAST-FOOD restaurants once a week or more
Answer on a percentage basis, with the percentages running horizontally, are shown in Figure 2B, of the 215 households headed by someone 24 years or younger, 67.0 percent ate at a fast-food restaurant at least once a week and only 8.8 percent ate there once a month or less.
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