Analisis marketing.
Harry EdwinDocumentos de Investigación8 de Marzo de 2017
682 Palabras (3 Páginas)295 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.
Interpreting Cross Tabulations
The Figure shows that Patronage of FAST-FOOD Restaurant is related to the age of the head of the household. As shown by the boxed percentages on the diagonal in figure 2B. This means that if you want to reach the heavy-user Segment, you should direct your marketing efforts to the segment that is 24 years old or younger
Value of Cross Tabulations
Cross tabulations have some important advantages, the simple format permits have a great flexibility and can be used t summarize experimental, observational and questionnaire data. Also, cross tabulations may be easily generated by today´s personal computers.
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