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Möglichkeiten und Ansätze der Analyse dreimodaler Daten für die Marktforschung

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  • Hildebrandt, Lutz
  • Klapper, Daniel

Abstract

Die in der Marktforschungspraxis durchgeführten Datenanalysen beruhen im allgemeinen auf der stufenweisen Anwendung verschiedener Techniken zur Verdichtung der in den Daten enthaltenen Information und der Suche nach Einflußstrukturen. Üblich sind z.B. häufig die Kombiantion von informationsverdichtenden Verfahren wie Faktorenanalyse oder mehrdimensionale Skalierung mit der Clusteranalyse sowie Verfahren zur Analyse von Beziehungen wie Regressionsanalyse oder Conjoint Analyse mit der Clusteranalyse zur Aufdeckung von latenten Strukturen und den darin vorhandenen Abhängigkeiten bzw. Einflußstrukturen. Die simultane Analyse von Daten mit Verfahrenskombinationen wie sie beispielsweise in der Strukturgleichungs-Methodologie (LISREL, EQS. AMOS) in der Verbindung von Faktorenanalyse und Regressionsanalyse erfolgt, ist bisher eher die Ausnahme. Die in diesem Beitrag vorgestellte Methodik geht von der Dreidimensionalität (Stimuli, Skalen, Personen) des üblicherweise analysierten Datenkörpers aus. Jede dieser Dimensionen erfaßt eine Einflußgröße (Modalität), die in mehrere latente Faktoren, die für die Ausprägung der Beobachtungsdaten ursächlich sind, zerlegt werden kann. Grundprinzip ist die simultane Faktorenanalyse über die drei Modalitäten, wodurch die Datenverdichtung, die Aufdeckung von Strukturen und die Segmentierung miteinander verbunden werden. Die Grundidee dieses Verfahrens wurde schon in den 60er Jahren von Tucker (1963, 1966) entwickelt. Erst heute wird aber durch die Fortschritte der PC-Technik eine praktische Anwendung in der Marktforschung - mit geringen Rechenzeiten - möglich. Der vorliegende Beitrag führt in die Methodik der dreimodalen Analyse von Daten ein, erläutert deren Möglichkeiten und dokumentiert ein praktisches Anwendungsbeispiel aus der Marktforschung - die Segmentierung nach Wettbewerbsstrukturen im Spülmittelbereich. Es werden mehrere Modellansätze dargestellt und eine Anwendung des Programmpakets TUCK-ALS3 dokumentiert.

Suggested Citation

  • Hildebrandt, Lutz & Klapper, Daniel, 1997. "Möglichkeiten und Ansätze der Analyse dreimodaler Daten für die Marktforschung," SFB 373 Discussion Papers 1997,90, Humboldt University of Berlin, Interdisciplinary Research Project 373: Quantification and Simulation of Economic Processes.
    • Handle: RePEc:zbw:sfb373:199790
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    References listed on IDEAS

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