"Research concerning consumer behaviour regarding the
laptop market, laptop preferences and related variables"
Course: Marketing Research
Tutor: Dr. Carlos J.S. Lourenço
Institution: Tilburg University
Location: Tilburg
Date: 2007
1
Introduction
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
marketing decisions.
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
analysis.
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 ...