Descriptive methods of data analysis for marketing data – theoretical and practical considerations

Marketing has as main objective the guidance of a firm’s activities according to current and future needs – of consumers’. This necessarily assumes the existence of a suitable information system, and also the knowledge of some modern analysis, processing and interpretation of the so complex information in the field of marketing. The descriptive methods of data analysis represent multidimensional analysis tools that are strong and effective, tools based on which important information can be obtained for market research. The paper comparatively presents some of these methods, respectively: factor analysis, main component analysis, correspondence analysis and canonical analysis.