Mashandisiro Aungaita Kushandisa Vanodhurira Kuongorora Data Inotsvaga

Kutsvakurudza kwakapfurikidza Nzira dzekutsvakurudza Dhiyabhorosi-Kutarisana Nhoroondo

Survey data inowedzera zvakanaka kune imwe nzira inozivikanwa senheyo huru yekuongorora . Kuziva uye kuongorora vatengesi vechidiki vanogona kubatsira vatengesi nevashambadzi kuwana mhinduro dzemibvunzo yakadai seyi: Chii chinoita kuti mutengi wangu atende kune rimwe marashi? Chii chinoita kuti mutengi ashandise kutenga zvigadzirwa zvangu? Iko boka revatengi rinonyatsogutsikana nemabasa edu?

Sezvakaitwa mune imwe tsvakurudzo, danho rekutanga nderokuzivisa mibvunzo inongororo yakagadzirirwa kupindura.

Mutengesi anofanira kusarudza kana chinangwa chekutsvakurudza chiri chirevo, chinotsanangura kana chinotsanangura (hachiwanzoiti kuongororwa). Zvakadini kana zvose zviri zviviri zvinangwa zvakakosha?

Dambudziko: Avhareji

Nguva Inodiwa: Rimwe Vhiki

Heino Ndezvipi:

1. Izvo Zvose Nezvehukama

   Pane zvakasiyana-siyana zvakasiyana uye zvakasiyana-siyana zvinogona kuongororwa kuburikidza nekufambisa kutsvaga kutsvakurudza uye, kazhinji, kuongororwa kunotungamirirwa pane imwechete kana kuti zvimwe zvakasiyana-siyana zvinochengetedza uye zvinowanzosiyana zvipembenene. Icho chinokonzerwa nehuwandu hwehuwandu hwezvimiririra kuzvimiririra pane zvakasiyana-siyana zvinoshandiswa pakutsvakurudza. Kune rumwe rutivi, kune chimiro chehutano (semugove wemusika) wekufarira kune mutengi. Pane imwe, kune chidimbu chezvikwereti zvinoshanda kana zvichemo zvinotsanangurwa zvinofanirwa kunge zvakabatana nechinangwa chechimiro mune imwe nzira.

2. Kushandisa Kuongorora Kwekushayikwa Kunogona Kupindura "Sei?"

   Mhando dzakasiyana dzakasarudzwa uye nzira yekuongorora yakasarudzwa nokuda kwekutsvaga kutsvaga kutsvaga inonyanya kushanda kwechinangwa chekutsvakurudza: tsanangudzo, kufanotaura, tsanangudzo.

   Kana tsananguro iri chinangwa, zvipimo zvakasarudzwa zvakasarudzwa zvinotendwa kuti zvive nemafungiro akasiyana-siyana anoonekwa mumutauro unofanana. Misiyano yakazvimiririra inofanira kuitwa, zvakare. Semuenzaniso, kugutsikana kwakakwana nebasa revatengi (zvinowanzoenderana) zvinogona kuenderana nenguva yekumirira, nyore kudzoka, uye mitemo yekudzorera (zvese zvinoshandiswa kuzvimirira uye kugamuchira kuchinja, kana chiito).

1. Kushandisa Kuongorora Kwekushayikwa Kunogona Kupindura "Ko Kana?"

   Kana kufanotaura ndeye chinangwa chekutsvakurudza, zvinoshandiswa zvakasiyana-siyana zvinotsvakwa zvinoratidza chivimbiso chekufanotaura chiitiko. Muchiitiko ichi, mhando dzakasiyana dzekuzvimirira hazvifaniri kutorwa. Icho chinangwa mukutsvakurudza kunofanirwa hachisi chokuchinja shanduko yakatarisa, asi kufanotaura chimwe chinhu pamusoro pacho. Semuenzaniso, kutsvaga kutsvaga kwekutyaira kunogona kugadzirirwa kufanotaura kudzokorora shure kwekupindira muchirongwa chekudzivirira kusvuta, asi vatsvakurudzi vanogonawo kuongorora shanduko yakasiyana-siyana yezvimwe zvakasiyana-siyana zvinotendwa kuti zvinatsiridza kubudirira kwehuwandu hwehupfumi hwavo hwekuvhara purogiramu.

1. Chirongwa Chekushandisa Dhiyabhorosi Ndechekuongorora

   Maitiro echigadzirwa zvinowanzowira mune chimwe chezvikamu zvitatu: Kugutsikana, chibvumirano, kana kushanda kunoitwa. Zviyero zvakasiyana-siyana zvinogona kushandiswa kunyora kuongororwa nevatsvakurudzo kuongororwa kana kusarudzwa kwezvakanakira mune zvikamu izvi. Nyaya yakakurumbira yakawanda ndeye Likert, iyo inoshandiswa zviri nyore kugutsikana uye zvibvumirano zvekubvumirana. Kana vatsvakurudzo vopindura vachikoshesa maitiro akawanda ezvigadzirwa kana basa kana kuti maitiro mukati mezvikwata zvakasiyana-siyana, vanogona kutarisa bhokisi re "hongu," nemashoko ekupedzisira akanyorwa 1/0. Iyi binary data inoshandurwa nyore nyore nokuda kwezvinoratidzirwa kuongorora.

2. Kusiyana Nheyo Dzakasiyana Vanotengesa Zvikamu Zvimwe Zvema Market

   Kutsvakurudza kwekutsvaga kwemashamba kunoratidza kuti vakasiyana-siyana vanofambisa vangave vakakosha mumisika dzakasiyana, uye kuti vamwe vatyairi vangave vakakosha pane zvikamu zvose zvemusika. Chinyorwa chekutsvaga chekutya chinogona kuita nyore kuongororwa kwekutsvaga sezvo chiitiko chinogona kubvunzwa kamwe chete mune tsvakurudzo, asi dambudziko rinoguma rinogona kushandiswa mu "kusiyana" kwakasiyana-siyana kana kuratidzika kunoratidzira mapoka evanhu vatengi. Semuenzaniso, kutora kunogona kuratidza kuwanda kwevanhu, makore, hutano, hupfumi hwehupfumi, mari, kana dzidzo yekuwana.

3. Chirongwa Chekushandisa Chekushandisa Chingave Chichishandiswa neCategorical Values

   Nzira dzakasiyana-siyana dzekuongorora dzinogona kushandiswa kuita chirongwa chikuru chekutyaira. Zvimwe zvinoshandiswa zvakasiyana-siyana zvinongororwa, zvisati zvaiswa , uye saka hazvigoni kuongororwa nehurumende. Pane kudaro, kuongorora kusarura kwakasiyana kana kushandiswa kwemashoko kunoshandiswa. Kusiyana kwezvikwata kunogona kushandiswa pakuongorora nezvose zvinotarisirwa uye zvinotsanangurwa zvinangwa. Kugutsikana kwekambani kana kuvimbika kwekutsvaga kunowanzoshandisa maitiro ezvinyorwa zvinoratidza, somuenzaniso, mamiriro ehutano hwevatengi (anoshanda / asina kushanda).

1. Unyanzvi - Imwe Yakawanda Yokufunga

   Chifambisi chikuru chinhu chinoenderana nehuwandu hwehukama hunenge huchida kana humwe hunhu hunhu. Kusiyana kwakazvimiririra kunofungidzirwa kuti kwakanyatsonaka kana iine ukama hwekakarurama nemafungiro anoenderana. Muenzaniso unogona kuva mutengo kusununguka - sezvo mutengo wemuchina unoshanduka, mararamiro akasiyana-siyana ekutengesa ivhu anoitika mukupindura kwekuchinja uku. Kunze kwekunge kune yakakwirira kwazvo yekufanotaura kwechokwadi kunodiwa, mune zvakanyatsogadzirirwa kudzidza, nhamba yakatarwa inogona kunyatsoratidza nheyo dzisiri dzisina kukwana, pasina kushandiswa kune dzimwe nzira dzakakwirira.

2. Software Applications for Key Driver Analysis

   Many software software packs are designed to carry out the statistical processes required for key drivers analysis. Quirk's magazine inoshandura mapurogiramu mapurisa.

   Idzi mbiri dzakanyorwa apa dzinotarisa huwandu hwezvinhu zvinowanikwa kubva pane zvinyorwa zvese zvakagadzirirwa kushanda seMicrosoft Excel Add-ins kumapuratifomu akazara seSSPSS.

   ALLSTAT inyaya yekutsvaga dhepfenyuro uye nhamba yekugadzirisa ye Microsoft Excel.

   SPSS ndiyo yakagadziriswa, uye yakawana maitiro akawanda - imwe iyo IBM SSPS Direct Marketing module inoita kunge inonyanya kushanda kune vatsvakurudzi vemusika.

1. Makomborero eChina Chekushandisa Kuongorora

   Nokuti chikonzero chekufambisa chekushaya chakanaka uye chinogadziriswa, chinobatsira kuchengetedza bhajeti uye zvigadziriswa zvedzidzo yekuongorora nekuongorora. Kune vatyairi vemotokari - vanoti, izvo zvinozivikanwa nevatengi vanoita gore negore kuongororwa - zvinogona kushandiswa mukati memaitiro akaongororwa eongororo; nyanzvi dzinoshandiswa kuti kushandisa basa guru yekutsvaga mutyairi haifaniri kuitwa kwenguva yakareba kana kupfuura zvakaoma. Muteereri-akatarisana nemibvunzo yakakodzera haafaniri kuchinja zvakajeka kuti agone kutsvaga kutsvaga kutsvaga. Nhau inoshandisa kuongorora kutsvaga kunonzwisisika uye inokweretesa kuonekwa kuratidzwa kwe data yekutaura.

2. Dheuteronomio

   Quirk's Market Research Review inodhinda nyaya pamusoro pemhando yakawanda yemakambani ekutsvakurudza nyaya. Nyaya dzavo paData Dzakashandiswa uye Inyanzvi dzeKutsvakurudza nemitambo zvakakosha zvikuru kuvatsvakurudzi vanofarira nuts uye mabhotsheni ekutsvakurudza kwekuongorora.

   Sources

   • Quirk's Article # 20010104 - A Survey of Analysis Methods na Rajan Sambandam (weChirongwa cheMhinduro ku Fort Washington, PA)
   • Quirk's Article # 20010297 - > Key Driver Analysis naMicheal Lieberman (weM Multivariate Solutions, New York