Sampling Adjustment-Based Statistical Analysis of Influence of Consumer Characteris-tics on Electric Appliances Demand

The article presents an example of analysis of the data collected during a market research of the electric appliances manufactur-ing sector. Company’s marketing activities and the attractiveness of industry segments have been assessed. To get more reliable results, the research findings were adjusted according to the appropriate methodology. Conclusions concerning the most attractive market segments, the effectiveness of promotion activities and the level of attractiveness of the company’s offers for different consumer groups are drawn in the end.