APPLICATION OF BUSINESS STATISTICS METHODS IN MARKET RESEARCH

Statistika kao posebna znanstvena disciplina bavi se prikupljanjem, analiziranjem podataka i interpretiranjem dobivenih rezultata. Statistika nalazi primjenu u svim granama znanosti i prakse, a u ovome radu primijenjene su statističke metode u istraživanju tržišta. Cilj ovog rada rada bio je višestruk: ispitati učestalost i popularnost društvenih mreža među studentskom populacijom, njihovu zainteresiranost i spremnost plaćanja posebnog tipa proizvoda, faktore važne uz privlačenje potencijalnih potrošača putem oglasa na društvenim mrežama te važne faktore za ostvarivanje kupnje. Kao najbitniji faktori prilikom on-line kupnje izdvajaju se sadržaj i kvaliteta proizvoda, kreativno prikazan proizvod i tekstualni dio fotografije na društvenim mrežama, dok su najmanje bitni faktori marketniški oglasi, preporuke drugih te objave iz privatnog života malih poduzetnika. Rezultati ovog rada mogu biti od koristi malim poduzetnicima koji sami upravljaju marketinškim aktivnostima na društvenim mrežama, a čija ciljana skupina uključuje studentsku populaciju.Statistics as a special scientific discipline deals with the data collection, data analysis and interpretation of the obtained results. Statistics is applied in all branches of science and practice, and in this paper statistical methods have been applied in the field of market research. The aim of this paper was multiple: to examine the frequency and popularity of social networks among the student population, their interest and willingness to pay for a particular type of product, factors important in attracting potential consumers through ads on social networks and important factors for making a purchase. The most important factors when buying online are the content and quality of products, creatively displayed product and text part of the photo on social networks, while the least important factors are marketing ads, recommendations of others and publications from private life of small businesses. The results of this work can be useful to small businesses and entrepreneurs who manage their own marketing activities on social networks, and whose target group includes the student population