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数据挖掘与数据分析

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vALS模型-经典思想  

2008-07-29 12:23:47|  分类: 市场调研 |  标签: |举报 |字号 订阅

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 vALS是摸索如何建立客户细分模型的一个好案例。具有一定维度的规律性功能句,后面通过类似判别公式一样计算结果的黑箱子,最后出来的结果具有相当的解释性。这些VALS体现的特征可以说是一个优秀细分模型必须具备的。

仔细揣摩VALS的问题,就会发现它的功能句主要是这样五类:Intellectual(智力)、Excitement(激情)、Variety(求变)、Crafts(工艺喜好)、Fashion(时尚)、Religion(超自然物或传统)、Management(管理能力)。每类里面有5个题目。不同类别的题目相互交叉。最后再用收入、教育程度等作为辅助。

通过后部黑箱判别出来的类型将人分为了8类(有兴趣的可按下面地址去做并查询具体类型),从下到上代表了人资源的丰富程度和影响力,从左到右代表了关注精神领域到物质领域的转化。

无论是功能句的种类还是最后形成8类人所在的两个大维度都具有相当的代表性,而且容易理解。这些为该模型的成功奠定了基础。

VALS模型不针对具体的产品种类或品牌。但其方法论意义明显:筛选好的功能句(这个工作就需要很多重复的工作和验证)-》对功能句进行维度架设(从实践层面到理论层面)-》基于大数据库进行类似聚类的细分-》对细分的结果进行理论上的概括或架设-》建立判别公式-》通过长期的研究不断对以上过程进行修正。可以说这是建立一个好的细分模型的整个环节。

当然在市场研究中可以根据具体的行业、产品种类在功能句方面做文章,从而建立更有针对性的细分模型。

VALS的题目清单:

1. I am often interested in theories.
2. I like outrageous people and things.
3. I like a lot of variety in my life.
4. I love to make things I can use everyday.
5. I follow the latest trends and fashions.
6. Just as the Bible says, the world literally was created in six days.
7. I like being in charge of a group.
8. I like to learn about art, culture, and history.
9. I often crave excitement.
10. I am really interested only in a few things.
11. I would rather make something than buy it.
12. I dress more fashionably than most people.
13. The federal government should encourage prayers in public schools.
14. I have more ability than most people.
15. I consider myself an intellectual.
16. I must admit that I like to show off.
17. I like trying new things.
18. I am very interested in how mechanical things, such as engines, work.
19. I like to dress in the latest fashions.
20. There is too much sex on television today.
21. I like to lead others.
22. I would like to spend a year or more in a foreign country.
23. I like a lot of excitement in my life.
24. I must admit that my interests are somewhat narrow and limited.
25. I like making things of wood, l, or other such material.
26. I want to be considered fashionable.
27. A woman's life is fulfilled only if she can provide a happy home for her family.
28. I like the challenge of doing something I have never done before.
29. I like to learn about things even if they may never be of any use to me.
30. I like to make things with my hands.
31. I am always looking for a thrill.
32. I like doing things that are new and different.
33. I like to look through hardware or automotive stores.
34. I would like to understand more about how the universe works.
35. I like my life to be pretty much the same from week to week.

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