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Use of correspondence analysis in marketing
TONDLOVÁ, Kateřina
At first for my bachelor thesis was conducted my own marketing research, which was focused on mobile phones. Respondents filled the questionnaire, which was previously created for this purpose. With this marketing research, I received information about what people expect from mobile phones, according to what type of the mobile phones are bought, how much money on mobile services and mobile devices are spent, which mobile operators are using and much more. Individual users of mobile phones were placed into groups either by age, occupation, income or any other character. Then I tried using correspondence analysis to determine whether there is any relationship between these groups and other features, such as how much money pay per call, what they expect from mobile phones, which operator they have, which brand of mobile phone are using, etc. With correspondence analysis, I have investigated the mutual dependence of the results, which were obtained in my own marketing research. Based on the results of correspondence analysis, I was able to recommend to mobile operators and manufacturers of mobile phones, on which user groups should focus on. Mobile phone manufacturers will be able, thanks to the recommendation, to improve the features and functionality of its products strictly according to customer requirements and might even increase sales of their products. When would be the mobile operators focus on those target groups that are based on the results of my work for them the key, they could then create a better and cheaper fares for these target groups. This could get affection of such groups and thus gain new users for its mobile network. When would these manufacturers and mobile operators to preserve in my recommendation, they could also save costs of mobile users for mobile services due to cheaper and better fares. Furthermore, the mobile phones should have their exact functions and features, which are required from them. This would be on the market of mobile phones and service satisfaction on both the supply and demand.
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