Visualizing & Analyzing Customer's Preferences by Gower Plots
| Autor: | CY Chen, 陳淳怡 |
|---|---|
| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 This research applies a graphical technique in developing a marketing planning model. The overall flow includes gathering data by the questionnaire with Likert scales, analyzing the data by Gower Plot method to define the market characteristics, customer preferences and customer behaviors. The outcomes of the analysis can be used as the guide of the marketing plan development to allocate the marketing resources and arrange the customer manipulation strategies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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