畢業(yè)論文英文翻譯：用多元類別分析進行新車市場細分

畢 業(yè) 設(shè) 計（英文翻譯）

譯文內(nèi)容 Using MCA to Segment New Car Markets（用多元類別分析進行新車市場細分）
譯文出處 Journal of Marketing Research
Aug70, Vol. 7 Issue 3, p360-363, 4p, 2 charts

系 別： 經(jīng)濟管理學院
專 業(yè)： 汽車營銷

Using MCA to Segment New Car Markets
By: Peters, William H.. Journal of Marketing Research (JMR), Aug70, Vol. 7 Issue 3, p360-363, 4p, 2 charts; (AN 5002921)
PIn this study the mid-196Os new car market is analyzed by using a new, dummy variable, multivariate technique known as Multiple Classification Analysis (MCA).This approach helps provide a better understanding of this comple* market and gives some interesting hints as to its possible future direction.
INTRODUCTION
In the years since Smiths article [3] aroused interest in market segmentation, there has been growing concern about the power of demographic variables to segment markets for many products. In fact, whether demogra
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pation"[2, p. 265].
This author feels that a new, easy to use, dummy variable multiple regression program called Multiple Classification Analysis (MCA) is ideally suited to perform this task efficiently. To present and e*plain the MCA pro-gram is the first objective of this article. The second is to put MCA to work analyzing the mid-1960s new car market and to show the results. These results allow for a much better understanding of this major, comple* consumer market. Also, they provide some useful insights into the possible future direction of the new car market—in particular a hint at a possible reason for the current popularity of smaller cars and what this may mean for the future of small and medium-sized cars.
THE STUDY
Data Used
The data in this study were collected by personal interview for the 1966 and 1967 Survey of Consumer
Finances (SCF) by the Survey Research Center at the
University of Michigan. They are combined here. The subsample in this study used the automobile owned as the unit of analysis, with appropriate economic and demographic data about the family unit associated with each car. This subsample was all cars purchased new whose model year was 1963-67 (N = 2,051).
Variables
The dependent variable used throughout the study was the automobile class to which the car belongs, with five new car classes established generally on the basis of size: compacts, intermediate-sized, medium-sized, large, and foreign economy cars. The e*planatory variable included: total family unit in come (all earned and unearned income e*cept capital gains), age of the family head, heads occupation, familys housing status (rent/own), number of major income receivers (over $600 a year), number of children under 18, number of cars owned, number of adults (over 18),education and race of the head, number of drivers, who Journal of Marketing Research, Vol. VII (August 1970), 360-3USING MCA TO SEGMENT NEW CAR MARKETS normally drives, distance from center of central city, and house type. Total family unit income was e*pressed in terms of deciles—the lowest numbered one and the highest ten.
Methodology
The current version of MCA was developed in the
early 196Os at the Institute for Social Research at the
University of Michigan . It is a comple* computer program that makes dummy variable multiple regression easy. While MCA has been used as an analytical tool in other branches of social science research (especially at the Institute for Social Research), it has yet to become well known in marketing. It has potential advantages in e*ploring multivariate marketing problems, and especially for group-type marketing segmentation, as suggested by Bass　et 　al.
The main advantages of MCA are:
1. It makes deck preparation when doing dummy variable regressions very simple.。takes all the data coded into mutually e*clusive categories (both nominal and interval scale predictors) and automatically converts each subcategory of each predictor variable into a 1-0 dummy variable.（It only uses one computer card column ……（未完，全文共21929字，當前僅顯示3944字，請閱讀下面提示信息。收藏《畢業(yè)論文英文翻譯：用多元類別分析進行新車市場細分》）