management
& marketing
Challenges for the Knowledge Society
ISSN 2069–8887
ISSN-L 1842-0206
The official journal of the
Society for Business Excellence
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Management & Marketing no. 4/2009

Typological analysis as analysis method of marketing data
Abstract. In order to investigate the market and its related variables, of perceptions, attitudes, opinions or customer’s behaviour respectively, marketing research has not got other capture tools than field observation and questionnarie inquiry, and neither data measurement/interpretation devices other than statistico-mathematical methods known as „data analysis”. Progresses recorded in the past years concerning development of methods and their implementation by means of some complex data processing systems but easy to handle, provided the marketing research a powerful introspection tool. This paper shows one of the descriptive methods of data analysis and its applications for marketing data.
Keyword: hierarchical classification, marketing data, typological analysis.
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