Marketing information distribution series - Information...

Marketing information distribution series

In analyzing marketing information, there are two types of distribution series: attributive and variational.

By attributive series is meant a series of distributions based on an attribute that does not have a quantitative measure, for example, the sex of the consumer, the social position, the goods. An example of the attributive series of distribution is shown in Table. 5.12.

Table 5.12

Grouping items in the store based on the assortment

Category

Frequency

Frequency, %

Product 1

65

73.86

Product 2

8

9.09

Product 3

12

13.63

Product 4

3

3.42

Product 5

88

100

Frequency - is the number of aggregate elements that have a given characteristic value, and frequency - the ratio of the frequency to the total number of elements being examined, i.e. to the population size.

Variational series (variation - oscillation) is a ranking (ordered) in order of increasing or decreasing number of statistical frequencies (frequencies); is subdivided into ranked, discrete and interval series. Ranked series - is the distribution of individual units of the population in the order of increasing or decreasing of the trait in question. The discrete series - is a series based on the construction of discrete features (Table 5.13). In interval series the characteristic value is represented in the form of intervals (Table 5.14).

Table 5 .13

Discrete series of quality distribution of the goods being sold

Quality Score

Frequency

Frequency,%

Great

7

15.9

Good

24

54.54

Fair

12

27.27

Unsatisfactory

1

2.29

Total

44

100

Table 5 .14

Interval price range for products in the region

Product price, RUR.

Frequency

Frequency, %

1200-1250

37

31.89

1250-1300

58

50

1300-1350

21

18.11

Total

116

100

The middle of the interval, calculated by the formula

Histogram is used for graphical representation of interval variational series (Figure 5.4). It is constructed as follows: on the abscissa, equal segments are laid, which on the accepted scale correspond to the values ​​of the intervals of the variational series. On the segments, rectangles are constructed whose areas are proportional to the frequencies of the interval.

Fig. 5.4. Histogram

The histogram can be transformed into a distribution polygon if the middle of the upper sides of the rectangles are joined by straight lines. The two extreme points of the rectangles are closed along the abscissa to the midpoints of the intervals at which the frequencies are zero.

In order to visualize the time series, linear diagrams (polygon, cumulus), on which a series of point