÷ :

HANK HHHNHINYK MIR IINNINIDN

wnydoweneedit ? lffltttilhlf of data Collection
]
f) f) f)
Why is it useful ?

Explatory research
Marketing Research Systematic gathering
:

¥ Preliminary examination
of problem Situation
of
marketing related data producer
→ -

information → decision making : Research E

Design
-

research
Descriptive
wno ? what ? when ?
qualitative vs .

quantitative
causa research
Delermines wether one ( or more )
FEATURE QUALITATIVE QUANTITATIVE variables causes an other

Typf Exploatory
"" "
Ptivesual
question maire
SAMPLE SIZE Sma " large
① Introduction
QUESTIONS unstrut und Structure d
② Screening Question
'
ANALYSIS subjective
Objective ③ Survey Question
Statistical
④ Demographie information
GENERALHABIHTY limited high ⑤ ( losing
- - -
- - - - - - - - - - - - - - -

Closed endend questions

:

typlf of measurement genug → dichotom OUS

Nominal
Assigning facts ( like starling numbers )
:
yes D no B

identifying facts by easy yeöor .no /

"

or " , →
multiple
-
choice
⑥ or ④ questions .

mumm

D-
Ordinul Ranking manageable amount of answers
:
a
D -

( Winner )
occasionally
ranking
DVD
or Situation Always
-
-
. . .

Intervall :
Resutt or answer
Ying in a rixed
range → scaled response
-

of answers or possibilities ( Highly agree Highly disagree) -

soooo

-
00000
Ratio : answer or fait of the time
One right ,
most - oo o oo

identitied through open questions .

_ 00000

Balanced f- balanced ) of good and

E.t.a.
: Game amount
Scale bad answers which can be identitied without

missunderstanding .

° "
- /
,
,
i
' '
.
. : : -

'

.
-
.
:
-
Cases section one :

① done ? 0
"
-
→ Excersise
÷;;
- i

② done ?
.

. .
→ Excersise Q
→ Excersise ③ done ? OV
notreliable rentable reliable
→ Excersise ④ done ? Or
not valid notvalid valid
→ Excersise ⑤ done ? 0
 HANK HHHNHIIIYIK MIR IINNINIDN

different tgpeg of Halef

Pai red companion :
Chasing between two
Object Rank or der :
Ranking a list by Personal
and if the
Object of the Column prellten ces with 1 best and 10 =

assigning a 1 =

O if the Each number

was preferred and Object of the row least favorite .
can
only
Counted in the
was prererred .
The numbers
get be
assigned Once .

last ROW .

Constant sum Scale :

Each column
gets 100 point S Continuous rating Scale
Rating Object by
:

which med to be all ocated towards the Object .

placinga mark .

This
way the relative im Porta nee can be Show M
Endsrepresent
.

> 0 , a I 100
the extremes .

Likert Scale :
widdy used rating Scale that Semantic differential :
Rating scale with

of end points associated with bi paar labels

regni res the par ticipants to indica le a
degree
agreements or
disagreement .
that have semantic
meaning .

congideraticenf in
oceatincf marketing Halef
:

① Number of
categories
:
No pre fixed-
amount ,
between fire and nine are kommended .

② Balanced versus un balanced :

Scale should be balanced to obtain
Objective data .

③ Odd or even humber of

categories
: If neutral or indifferent Scale response is possible °
,
an oddnumber
Of Cate Gomes should be Used .

④ Force d vs .
Unforced :
If the responderts have rio opinion , data maybe improved by using a non

Force d Scale .

⑤ Verbal description :

Exploring Certain Scale

categories and
Racing the descriptions
( lose to the responses section .

⑥ Physica form : A humber of Option should be fried and the best one Select d .

Random error Reliability

to which
Appears in
basically very e data Degree a Measurement

minimal is free from random errorS and

and should Stag .
⇐

provides consistentresuets time

:
over

In
Systematic error
accuracy in Observation or
/ DE Ability
vaeidity
of a measurement scale to
=

measurement there for an error measure what it is supposed to

system used
"
based in the „ measure and degree to which it is
free of
any errors .
 IHNHLHIYIHHNHHNYK MIR 11141MDM
Measurement &
Seeling Type of Scale
Comparative Scales
Asking
→ D
questions
-

.
→ ordinal ,
nominal . . .

,
→
→ How to ask the
questions ! Companion → which one fits best
→ Oder of rank
;
.
→
Giving point s
Non Comparative Scales
Reliability Validity
.

vs
-

i
the
opposite a- R the some Output
→
Always
- - -
-
→ :

→ v :
Chasing the
right method
Multi item Scale
Single
vs.
→
only measuring one Concept ( Single ) Considerations in marketing Scales
→ measure more
Lagers of a concept ( Multi) →
numberofcategories balanced , vs .
Unbalanced ,

Forced or not , description , style ,

etc .

MOVING AVERAGE
Hanning
base
caecueating of
average
→ on

→
good if data is Stable
2020

2021
for
january
:

Moving average
191-21 20
2- Month : =

3- month :
191-211-19 = 19,5
3

1Gt 211-19+22
4- month : =
20,25
4

WEIGH TED MOVING AVERAGE

assigned to the data
→
weights are

→ in exam , wrights are

Give zozo

Forecast demand in 2021 with

January
a 3- Month weighled Moving average .

of 2
Most recent month
wright
:
,

the others 1 each .

1. 19 t 1 -
21 t 2 -

19 =
19,5
4
 Haarwäsche actyalvalveperiodt
EXPONENT IAL SMOOTH ING Et t d .

Htt -

Et )
:
Etta
data
weights recent past more
strongly
per:{¥ aufginge tforecastnext
→

→ × dose to 1 =
greater reaction to most recent demand period
→ 2=0
,
forecast some as last period
zozo

Forest for January 2021

Dez 14,71-0,1-(21-14,7)=15,3

Jan 15,31-0,1-(19-15,3)=15,67

LINEAR TREND ANALYSIS

→ If demand Shows a Cheer trend over time foreqsteaanragevaeve
µ
-

imercept error Lern

'

It I
:
at b. xt E
I habe
'

( time )
Period Slope

55
F =
:
5,5
so

873
g- 87,3
=
=

10

|
5342 10 5,5 87,3 540,5
455
-

Jt
- -

6,552
=

" = =
Linear trend line : :
51,27 t .

×
82.5
385-10 .

g. sz

Next periodforecast : → 2020

a :
87,3 -

6,55 -

5,5=87,3 -

36,04=51,27 Yt :
51,27T 6,55 *

11=123,33

SEASON ALITY ANALYSIS → demand is

steady moving average
:

2020 :
(521-511-51)=51,33
3

demand for QIL :

0,3961 51,33=20,33 .

220
 HANK IIHNHHNYK MIR 1114MDM

Hanning
ERROR S Forecasting error
=
actual value -

forecast valve :
At Ft
-

Ft *
Er:c:p!!! "

Shooting .

\
0
MAD
:

402 =

Summe At Ft
vnon
-

MSE :

'

Summe von ( At Ft )-

%
:

MAPE :

Summe At Ft
vonn
-

.
100

( 0,089/1 )
- i -

.
100 =
 HAHA HIINHIINYK MIR IINNNIIDN
linear
negereggion
dependent

§
of
Regression is a
way of predicting the value of ßestmäted
variable
value

independent variable
Variable from
>
One an other r

→ linear relationship =
equations of a
straight line § = a t b Xt .

Eins erregern
in ept
with Slope of line ,
[ AL ( UL AT I ON OF y -

axis strengt of
relationship
REGRESSION LINE

34
:
7
779 900-12 .
249,67 '

254,75
D=
:
1,048 8
763910-12 .

249,672 q

10
a
:
254,75 -
1048 '

249,67=-6904 '
11

§ :
-6,90 t 1,05 ×
12

;
↳ Mittelwert

READING EXCEL OUTPUT

Assessment of regression
coefficients
eine
Regression
:

§ -6,85 1,05 × assessment of Statistical

t →
:

| Percentage Significance of causa I

effects
of demand Variation →
model fit ( in
predidingy )
→ t tests
-

show the Statistical

significance
( deviding coefficients by
it's Standard error )

Ö
" "

0,011<0105
→ The
average selling price
of a house inverses by
✓ for
1047,79€ every Square
\ meter increase in size
 HAHA IIHNHIINYK MIR IHN )

CONJOINT ANALYSIS
Relative importance consumers attacke to saeient attributes and the
Utilities they attack to the levels of attributes .
numberoflevelsof attribute i

→
decompositional approach humber of
f sit the jth level
attributes
] k, 9%.tt?buiethispresent
Relative importance wrights UCX ) : [ [ % Xiyoiiothewise .

{ i)Jt f
of an
utility part North Contribution
-

alternative
or
utility associated
with the jth level

④ Overall
Utility for nonstop
flight with air
cologne
and Price 409€

↳ 2 t 0,50T 0
=
2,5

Would a Customer preller ABO

span [ with Düsseldorf
nonstop light
for 359€ ?
Airways
1,17
↳ C- 1. 5) t 0,67
=
2 t

[aeculate the relative Import and Wight for each 2,5 =

Ais bettet
1,17 <

attribute :

span
- be used
Conjoint analysis can
① (1-1-1,50)) t (0,67 C- 0,67 ))
- t
(2 -

C -

1,33 ) )
=
7,17 for :

→
Measuring Price elasticity
2,5 1,34 3,33 7,17
=
t
ideas for new
t
→
generali ng
Products
② 2 'S =
0,3486 134,86% ) Relative importance
→
determining relative importance
7,17 Airline of attributes in Consumer

choice process

STEPS
1,34 =
0,1869 ( 18,69% ) Relative importance
7,17 Price Formula le the problem
]
Conduct the Stimuli
{ Decide of the form of
3,33 Relative Importeure
0,4644 ( 46,44% ) input data
z
'

Man
-

7,17 fügt
Select a
procedure
[ Interpret the resutts
z
Acessreliabiüty .
and vaeidity
 HAHA HHNHIINYK MIR 1114MDM

PART -

WORTH CALCULATION

Reference level :
O

Sweet 1 > 0 ,
he prefers Sweet

RB :
-3,0 & E :
-2,0 L O .

he prerers Booster -

Part worths
-

prices :

I Lzs -

das =
b2 = > 221=4 t das lasert 223
= -

2,35

I daz -

das =
b} Lzz :
3T das das =
4 -

2,35 =
1,65

# Last Lzz tdzs :

O dzz
=
3 -

2,35 =
0,65

I & II in III :
223
= -

2,35

4T Lz } t 3 t 223 t 223 =
0

1,663×23
Price 0,99 f
=

7+3223 =
0 , -

0,66×23
Price 1,49 E :

= -
7 / :3
Price 1,99€ = -

2,35
:
-2,35

The results do make Sense , because a lower price in

general
North for the ( at least
also has a part higher customer
you
-

that ) so the geissen

"
can expect lower price as "
betler .
 HANK HHHNHINYK MIR IINNINPN
Cluster analggcj
Class of
techniques Used to class ify objects or Cases into relative
Iy homo -

called Clusters
geneovs groups Object in each Cluster tend
. to be similar to

each other and dissimilar to

Object in the other Clusters .

Technique for objects

group ing individual into vnknown
→ or
groups .

DISTANCE MEASURE

Güven Resets :

-2
4

§
b

|
-

(
-

4-
f- 2 4 J2 3- Jb

City -
Block Matrix :
Example calculation
:

13-5 It I 2- 41 t 11 -
71=21-21-6
= 10

Euclidean Distance :

Example calculation :

( 2- 6ft ( 3- 7ft ( 3- 6) =

42
?
4
'
t t 3
=
41

( hebychev Distance :

Example calculation :

1- 5 2-4 1-7

4 2 6
✓
max .
= 6
 HAHA HHNHHNYK MIR 1114MDM

CLUSTER ING PROCEDURE

 HAHA HHNHHNYK MIR 1114MDM

CLUSTER ING PROCEDURE

 HAHA HHNHHNYK MIR 1114MDM

CLUSTER ING PROCEDURE

 IHNNLHIYIHHNHIINYK MIR IINNNIBN

DENDROGRAM based on
single linkage

WARDS PROCEDURE

Varian ( e method in which the Square d Euclidean distance to the cluster mean

is minimized .
The Word value tells ,
which
Object should be cwslered E- Iowest

distance I to west ward valve )

which brand should ① ⑤ ⑥ , Mean vawea.rs Mean Value

B. (
1,5
be combined with I ns
' 2,5 3
Ramaaccordihgto 2,5 1,5
the Ward |
4. s 5,5
Meanvawe procedure? "
6,5 6,5
9 ^
,

} =
1,5
' I
(1-1,5)
( z-1.si WWDAß
=
11-1,512+(2-1,5)<+12-2,53
, ?

(3- 2. 5) 2+(2-2,5)
?
(0,25 4) tritt
. = t ( 3- 2,5 ) t

?
I t ( 5- 4. 5)
'
t ( 4-4,55+(6-6,5)
2¥ =

,
t ( t -

6,5)
? =
2,5

! Ward
B. ( =
( 2- 1,5ft (1- 1,5ft
' ' ?
( 3- 3) t
-

3) t (2-1,5) t

"
:
=
 HNHKN.YHHHH.lt/IMKllYlkIlNnNlDN

Example

distance

%}
|
di wasitcwskj.ec#ouchedbefore? YYYI.gg?Ig;y ?

¥:{ an ?

stasi :
"

-
Person >
lobjectslbrands

Example

Step -
first

end e O
d
Cluster 1 =
[ 1. 5. 2,7 ]

Cluster 3
=
[ 3,6 , 4,10 ,
6. 8,9 ]