Análisis de correspondencias para el posicionamiento de marcas

Correlation analysis for positioning of brands

Nelcy Rocío Escobar Moreno

Econógrafos, Escuela de Economía from Universidad Nacional de Colombia, FCE, CID

Abstract: This paper is part of a series of works that are intended to integrate the application of multivariate analysis techniques to different marketing processes taking place within many case studies in business. This particular work presents a methodological guide for the implementation of the quantitative tool Correlation Analysis for the Brands Positioning process. In this way, it is expected to provide students and researchers with a methodological framework that allows them to understand this statistical resource, and to apply their academic and business cases using software such as SPSS.

Keywords: Correlation Analysis; Positioning; Multivariate Analysis; Quantitative Analysis; Marketing Research (search for similar items in EconPapers)
JEL-codes: C38 C87 M30 M31 M39 (search for similar items in EconPapers)
Pages: 19
Date: 2012-07
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Published in Econografos

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https://fce.unal.edu.co/media/files/doc_e_de_admon_y_cont__escobar__no_12.pdf

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Persistent link: https://EconPapers.repec.org/RePEc:col:000176:022894

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