Type data consideration in market objects analysis Part 3. Analysis of images and positions by factors of non-numeric types

DOI: 10.33917/mic-1.114.2024.35-54

The issues of the correct application of mathematical statistics in the processing of marketing research results, taking into account the type of data obtained, are considered. The parameters of the configuration of images of market objects (goods/ trademarks/ firms) in the space of image-forming factors of nominal and ordinal type, characterizing the location, formedness and differentiation of images, are discussed. Examples of the analysis of images of market objects in the space of nominal and ordinal type factors (both initial and quantified) are given. Possible conclusions about the configuration of images are considered, practical recommendations on the selection of target segments and determining the optimal position for a product / brand/ company are discussed.

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