Data summaries and groupings - Information technologies in marketing

Data summaries and groupings

Statistical summaries and groupings of data are used to process marketing information.

Summary is the stage of statistical research, during which the primary materials of statistical observation are systematized, data are grouped, tables are compiled, group and total results are counted, and mean and relative values ​​are calculated. It allows us to proceed to generalizing indices of the whole as a whole and its individual parts, to carry out analysis and forecasting of the processes under study.

The organization and conduct of the report includes four stages:

• checking the source data;

• grouping of data by specified characteristics;

• Development of a system of statistical indicators;

• registration of summary results in the form of statistical tables, convenient for the perception of information.

Checking the original data involves monitoring the results of information to eliminate errors and data illogicality. For example, when analyzing the capacity of the regional beer market, the figure is 5 liters, which is illogical. Another example of a combination of arithmetic and logical mismatch is presented in Table. 5.4.

In order to solve a number of specific problems, to reveal features in the development of phenomena, to detect trends, to establish dependencies, it is necessary to group the statistical data. The data are grouped according to the summary program in order to subsequently provide the information received in a form that is accessible to perception.

Table 5.4

Company Profile

Age, years

Total length of service, years

Continuous experience, years

20

2

1.5

30

10

12

40

21

18

50

47

48

Thus, grouping is the union of the aggregate units into certain groups that have their own characteristics, common features and similar dimensions of the trait under study. For this purpose, a grouping feature is selected and a system of summary indicators is developed that will characterize the selected groups. The definition and justification of indicators depends on the purpose of the study.

A special kind of groupings is the classification , which is a stable nomenclature of classes and groups formed on the basis of similarities and differences in the units of marketing objects being studied. The classification is in the form of a statistical standard, set for a certain period of time.

The grouping method is used to solve the following tasks:

• highlighting types of marketing phenomena;

• study of the structure and structural shifts of the phenomenon;

• the study of relationships and dependencies between phenomena.

The grouping results are arranged in the form of grouping

tables, making information foreseeable, for example, a grouping table of consumers (Table 5.5).

Table 5.5

Results of the analysis of the consumers of the goods A by the women of the city M at the age of 20-25 in the N year

Women

I do not consume

Sometimes I consume

I consume

I consume

often

Workers

1

4

8

3

Employees

2

25

39

7

Housewives

4

32

51

1

Total

7

61

98

11

Groupings are distinguished depending on the tasks involved.

By the nu