Analyse des clusters, du MDS et des graphiques, analyse marketing de tourisme étudiant

Étude de marché Marketing & marques Marketing tourisme

Date de publication :

05/05/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

84 pages

Niveau :

grand public

Consulté :

2 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Industry review
Perceptual Mapping Process
1. What is a perceptual map?
2. Research Approach
3. Collecting the data
Multi-Dimensional Scaling Process
1. Assumptions of MDS
2. Development of MDS
3. Problems with MDS for Market Research
4. Techniques of MDS
Cluster analysis
1. Measuring Similarity
2. Joining Criteria for Clusters
Worked examples
1. Worked Examples
2. Adaptive perceptual maps
3. How is the product or service evaluated?
4. Preparing data for analysis
5. Analysis of the data
6. Multi-Dimensional Scaling- Worked Examples
Research Methodology
1. Problem Definition
2. Research Objectives
3. The Research Process
4. Research Design
5. Data Collection Method
6. Personal Interviews
7. Sampling Process
8. Chosen Sampling Technique
9. Potential Research Problems
10. Fieldwork
11. Data Preparation
Data Analysis
1. Cross Tabulation Analysis
2. Cluster Analysis
3. Perceptual Map Analysis
4. Multidimensional Scaling Analysis

Résumé :

Perceptual Mapping, mds & Cluster Analysis, student travel marketing analysis (titre original)

We have been chosen by a potential new entrant into the Irish student travel market, called 'Student Travel', to undertake research as to the needs and wants of Irish students relating to weekend breaks. The main question is how to advertise each destination to its maximum capacity. Finding out where students are most likely to go on weekend breaks and what the driving forces behind their choices are can discover this. What attributes do associate with different cities throughout Europe? Who they are most likely to travel with and what their main reason for not travelling would be? The following figure illustrates the factors affecting travel destination choices: