Cluster analysis and MANOVA in marketing and economic research

The monograph introduces the reader to the basics of using multidimensional statistical methods — cluster analysis and MANOVA analysis — in marketing and economic research. Data is an indispensable product of any activity and the basis for making objective management decisions. Big data has had a significant impact on marketing and the development of its tools. The collection, accumulation and processing of information about customers and the market is the basis of information support for marketing activities. Multidimensional statistics methods, cluster analysis and MANOVA analysis in particular, open up new opportunities for marketers due to the great applied potential of their use. The areas of marketing application of cluster analysis and the MANOVA method are described in detail, a step-by-step plan for the implementation of statistical procedures and recommendations for the researcher on data preparation and evaluation of statistical analysis results are given. Multidimensional statistics methods allow marketers to identify complex behavioral patterns, predict consumer behavior, find new approaches to customer segmentation, and thus develop new marketing strategies and tactics in the market. It is intended for practicing marketers and researchers, economists and statisticians, university students and teachers, as well as all those who are interested in expanding their capabilities in big data processing to open new strategic horizons.