laptop market, laptop preferences and related variables"
Course: Marketing Research
Tutor: Dr. Carlos J.S. Lourenço
Institution: Tilburg University
In light of the premaster Marketing Management, I have written this statistical analysis rapport. After a
period of extensive research, analysis and evaluation, I have been able to map out the conclusions,
which Ire requested of us in light of understanding practical marketing research related issues.
This rapport has been written as a result of the course "marketing research". This course is given in
order to learn how to judiciously use (multivariate) statistical methods to support strategic and tactical
A major PC retailer in Tilburg needs help defining and implementing a new strategy to stimulate sales
and increase profit. In order to cope with frequent new product introductions in the portable PC
segment the retailer has already gathered information on which attributes consumers consider more
valuable when choosing to buy a laptop. These attributes, as Ill as psychographic variables are taken
into account when conducting the analyses. These analyses are concentrated on multiple marketing
research techniques. These include: logistic regression, conjoint analysis, cluster analysis and factor
This rapport contains six chapters. Chapter one will describe the profiles of the current laptop owners
using logistic regression. Chapter two will analyze the ratings of the laptop profiles made by
consumers with the help of a conjoint analysis. The number and composition of market segments will
be explained via a cluster analysis in chapter three. The question of how the segments differ from one
another will be answered in chapter four using a factor analysis. Chapter five will be a description of
ideal laptops based on the results of the conjoint analysis. Finally, chapter... [continues]
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(2007, 10). Research Concerning Consumer Behaviour Regarding the Laptop Market, Laptop Preferences and Related Variables. StudyMode.com. Retrieved 10, 2007, from http://www.studymode.com/essays/Research-Concerning-Consumer-Behaviour-Regarding-Laptop-123918.html
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"Research Concerning Consumer Behaviour Regarding the Laptop Market, Laptop Preferences and Related Variables." StudyMode.com. 10, 2007. Accessed 10, 2007. http://www.studymode.com/essays/Research-Concerning-Consumer-Behaviour-Regarding-Laptop-123918.html.