EXPLANATORY METHODS OF MARKETING DATA ANALYSIS – THEORETICAL AND METHODOLOGICAL CONSIDERATIONS
EXPLANATORY METHODS OF MARKETING DATA ANALYSIS – THEORETICAL AND METHODOLOGICAL CONSIDERATIONS

Summary/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.

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