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Author
Mynarski Stefan (Wydział Zarządzania)
Title
Układy eksperymentalne w analizie rynku
Experiment Designs in Market Analysis
Source
Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie, 2001, nr 558, s. 5-21, bibliogr. 4 poz.
Keyword
Analiza rynku, Badanie rynku, Eksperyment badawczy, Analiza wariancji, Matematyczne modele ekonomiczne
Market analysis, Market research, Scientific experiment, Variance analysis, Mathematical economic models
Note
summ.
Abstract
W przedstawionej analizie autor wykazuje duże znaczenie metody układów eksperymentalnych w pogłębianiu badań rynkowych. Pozwala ona precyzyjniej analizować zależności przyczynowo-skutkowe między elementami i czynnikami rynku, a także odkrywać nowe przyczyny i zależności. Metody analiz eksperymentalnych nadają się bardzo dobrze do uściślania segmentacji i selektywności rynku, oraz przy wyszukiwaniu rynków docelowych.

The subject of this article is the use of experimental designs in market analysis in order to test and verify cause-and-effect dependencies, to analyse the segment structures of the market, and to identify potential target markets. First, the author presents the problem of planning market experiments that take into account the principles of fractional, concentrated and complete plans. Next, he presents four types of experimental designs: factoral, block, Latin and repeated measurement designs. Factoral designs are discussed in the context of the cause-and-effect relations of market phenomena, which commonly occur in research on the role of various factors in shaping market demand and capacity. Block designs, in turn, are analysed with regard to isolated segment structures of the market, which constitute a platform for identifying target markets. Latin designs are used to analyse the influence of various market instruments on demand and turnover. Finally, repeated measurement designs are used to determine the effect of promotional tools on the size of turnover over time. All the experimental structures mentioned above are illustrated with numerical data and diagrams based on specific examples of market analysis. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Bibliography
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  1. Brzeziński J., Metodologia badań psychologicznych, Wydawnictwo Naukowe PWN, Warszawa 1997.
  2. Brzeziński J., Stachowski R., Zastosowanie analizy wariancji w eksperymentalnych badaniach psychologicznych, PWN, Warszawa 1984.
  3. Samu S., Krishnan H.S., Smith R.E., Using Advertising Alliances for New Product Introduction: Interactions Between Product Complementarity and Promotional Strategies, "Journal of Marketing", vol. 63, January 1999.
  4. Tull D.S., Hawkins D.I., Marketing Research. Measurement and Method, MacMillan Publ. Co., New York-London 1987.
Cited by
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ISSN
0208-7944
Language
pol
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