What is the affinity analysis?

affinity analysis is the process of searching for connections between different things based on the point of view of the item on the items. One of the most basic examples of this is shampoo and conditioner. These two items are not directly connected, but buyers often connect between them because they are generally used simultaneously. The affinity analysis is used in marketing and sociology as a way of understanding motivations for connected but seemingly unrelated events.

In order to use the affinity analysis to find a connection, the researcher must define the entity. Although a study on one person can be carried out, a group of people who share a number of important criteria is generally subject to a single person. These criteria could be anything since shopping in a particular shop, after burning to the same economic parenthesis to life in the same city. In a more specific study, there may be dozens of criteria that each person in the group must have.

Next part of the affinity analysis is observation and recording habits. AfterGroup management can monitor and record what objects do. After data is recorded, certain formulas begin to appear. In some cases, patterns will be obvious, for example, people who buy shampoo often buy a conditioner at the same time.

occasionally creates a pattern that seems to have no direct connection. For example, there is a direct correlation with the time of a university student in a stable relationship and his grades - the longer the relationship, the higher the signs. These two things seem to have no connection, but the data are different.

These connections are the dangers of affinity analyzes. In fact, there is no direct relationship in the above example. There is a third causal factor that is not observed; The time for which the subject was a student. The real situation is much more direct. Older students who generally had more time for a long -term relationship are more disciplined and probablyThey will study and visit the class.

with difficulty in affinity analysis is the main marketing tool. By finding the connection between the products, although the connection does not make sense, it is possible to increase sales. These affinities are the cause of a significant amount of product location in large department stores. For example, in many stores, it is common to find a small end cap that contains condoms and sleep aids next to the leaves.