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Explanatory Methods Of Marketing Data Analysis – Theoretical And Methodological Considerations

Author

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  • Manuela Rozalia GABOR

    („Petru Maior” University,Tg. Mures)

Abstract

Explanatory methods of data analysis – also named by some authors supervised learning methods - enable researchers to identify and analyse configurations of relations between two or several variables, most of them with a high accuracy, as there is possibility of testing statistic significance by calculating the confidence level associated with validation of relation concerned across the entire population and not only the surveyed sample. The paper shows some of these methods, respectively: variance analysis, covariance analysis, segmentation and discriminant analysis with the mention - for every method – of applicability area for marketing research.

Suggested Citation

  • Manuela Rozalia GABOR, 2010. "Explanatory Methods Of Marketing Data Analysis – Theoretical And Methodological Considerations," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 373-384, November.
    • Handle: RePEc:aio:manmar:v:viii:y:2010:i:2:p:373-384
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    More about this item

    Keywords

    explanatory methods; ANOVA; ANCOVA; segmentation and discriminant analysis;
    All these keywords.

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General

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