TEMA PROIECTULUI:

Cercetri de Marketing privind identificarea celor mai

importante caracteristici ale unui produs,i cel mai bun
produs n viziunea consumatorilor.

Partea I
1. Identificarea problemei cercetrii
O comanie German care produce i comercializeaz produse optice, inclusiv camere
foto i video, imprimante i copiatoare. Cunoscuta pe piata internaional pentru calitatea
produselor sale, este permanent procupata de introducerea in fabricatie a unor produse
noi, in scopul satisfacerii preferintelor segmentelor de consumatori cunoscute si atragerea
unor segmente noi. Cercetarile efectuate in laboratoarele firmei au generat o serie de idei
noi de produse, cu caracteristici superioare celorlalte. Din multitudinea de idei, in urma
unui riguros proces de analiza, compartimentul de marketing a solicitat, pentru inceput,
fabricarea produsului in conformitate cu preferintele consumatorilor.

2. Stabilirea obiectivelor
1. Msura n care produsele firmei sunt cunoscute;
2. Msura n care exist o imagine format a produselor firmei n percepia
consumatorilor (se poate vorbi de poziionarea produselor firmei n percepia
consumatorilor);

3. Percepia cu privire la principalele caracteristici ale produselor cercetate ;

4. Poziionarea produselor firmei n raport cu produsele similare ale principalilor
concureni;

5. Identificarea segmentului de pia care asigur cel mai mare potenial pentru
ntreprindere;

6. Definirea acelor caracteristici de segmentare, care ar putea avea influen asupra

imaginii ntreprinderii n rndul consumatorilor;

7. Determinarea veniturilor deinute de segmentele identificate;

8. Determinarea inteniilor de a achiziiona produsele firmei la nivelul fiecrui segment

identificat;
9. Aprecierea gradului de diversificare sortimental a aparatelor de fotografiat;
10. Cunoaterea opiniei consumatorilor cu privire la calitatea produsului ;

4. Definirea colectivitii cercetate,a unitii de

cercetare i a unitii de sondaj
Cercetarea se desfasoara pe un esantion de 20 de persoane indiferent de sex,categorie
socio-profesional i vrst,cu meniunea c persoanelor sub 18 ani nu li se vor
administra chestionare.

5.Stabilirea metodelor de colectare a

informaiilor: Metoda ordonrii rangurilor
Metoda ordonrii rangurilor poate fi utilizat,dup cum i modelul FishbeinRosenberg,n scopul stabilirii opiniilor unui grup de experi sau sondrii aprecierilor unui
eantion de cumprtori fa de mai multe tipuri,modele,mrci ale unei grupe de produse.
Cercetrile se desfoar n dou etape i anume :
1. Determinarea coeficientului de importan ai caracteristicilor produselor cercetate.
2. Evaluarea comparativ a nivelului calitii produselor cercetate.

Aprecierea coeficienilor de importan a caracteristicilor produselor

cercetate prin metoda ordonrii rangurilor
Cercetrile prevd urmtoarele activiti.
1. Lundu-se n consideraie caracteristicile principale ale produselor, care urmeaz a fi
testate (atribute,proprieti,parametri,caracteristici,indicatori de calitate),se elaboreaz un
chestionar prin care subiecilor intervievai (respondenilor) li se cere s ordoneze (s
ierarhizeze) caracteristicile produsului n ordinea descreterii importanei pe care o au n
evaluarea global a calitii sau n luarea deciziei de cumprare a produsului
respectiv.Chestionarul poate avea urmtorul coninut :
Stimate domn (doamn) !
V rugm s ierarhizai n ordinea descreterii importanei pe care o au,dup prerea
Dvs., n evaluarea global a calitii aparatelor de fotografiat urmtoarele
caracteristici (celei mai importante caracteristici i atribuii 1,mai puin importante
caracteristici ii atribuii 2 .a.m.d.Dac considerai c dou sau mai multe
caracteristici au grad de importan egal,le putei plasa pe acelai loc) :

Nr____Pre
Nr____Calitatea imaginii
Nr____Comoditatea Utilizrii
Nr____Diversitatea funciilor
Nr____Memoria
Nr____Nr megapixeli
Nr____Termen de garanie
Nr____Aspectul
Nr____Zoom optic
Nr____Alimentarea (baterii/acumulator)

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19

2
1
3
2
2
3
1
3
1
5
1
1
2
2
1
7
4
6
4

1
1
1
3
1
4
2
2
8
3
2
3
3
3
2
6
7
5
3

9
7
7
4
5
5
8
5
8
6
3
10
7
7
3
5
3
4
2

7
3
2
4
4
1
4
5
2
2
9
2
6
7
4
1
8
7
5

6
2
5
9
1
4
7
1
3
6
8
6
5
6
5
4
2
8
10

3
2
6
1
3
6
3
4
4
1
4
4
4
4
6
4
5
1
6

8
4
8
5
7
7
9
6
7
3
5
7
8
5
7
8
1
3
1

10
8
9
8
8
9
10
7
9
7
10
9
1
9
8
2
5
9
9

Zoom optic

Aspectul

Termen de garanie

Nr megapixeli

Memoria

Diversitatea funciilor

Nr
respondent

Comoditatea utilizrii

Pre

Calitatea imaginii

Caracteristicile i locurile acordate

4
5
1
7
3
2
5
2
5
1
6
8
4
8
9
3
6
2
7

(baterii/acumulator)Alimentarea

n urma ordonrii caracteristicilor de ctre toi respondenii se generalizeaz datele

din toate chestionarele ntr-un tabel ,care are urmtoarea form:

5
6
4
6
6
8
6
4
6
4
7
5
9
1
10
4
9
10
8

20

10

n dependen de locurile indicate de fiecare respondent pentru toate caracteristicile,se

calculeaz rangurile (ri) n aa mod,nct suma lor s fie egal cu suma numerelor din
rndul urmtor:
n

r =1+2+3++i++n=
i

i =1

n(n + 1)
2

=1+2+3+4+5+6+7+8+9+10=55

i =1

Calculm rangurile dup locurile indicate de fiecare respondent:

Respondent 1:
r2 =1 ; r1=2 ; r6 =3 ; r9 =4 ; r10 =5 ; r5 =6 ; r4 =7 ; r7 =8 ; r3 =9 ; r8 =10 ;
n

= r i =1+2+3+4+5+6+7+8+9+10=55
i =1

Respondent 2:
1+ 2
r1= r2 =
=1.5 ; r4 =3 ; r7 =4 ; r9 =5 ; r10 =6 ; r3 =7 ; r8 =8 ; r9 =9 ; r10 =10;
2
n

=1.5+1.5+3+4+5+6+7+8+9+10=55

i =1

Respondent 3:
1+ 2
r2 = r9 =
=1.5 ; r1=3 ; r10 =4 ; r5 =5 ; r6 =6 ;r3 =7 ; r7 =8 ; r8 =9 ; r4 =10;
2
n

=3+1.5+7+10+5+6+8+9+1.5+4=55

i =1

Respondent 4:
r6 =1 ; r1=2 ; r2 =3 ; r3=r4 =

4+5
=4.5 ; r10 =6 ; r9 =7 ; r8 =8 ; r5 =9 ; r7 =10;
2

=2+3+4.5+4.5+9+1+10+8+7+6=55

i =1

Respondent 5:
1+ 2
3+ 4
r2 =r5 =
=1.5; r6 =r9 =
=3.5 ; r3 =5 ; r10 =6 ; r7 =7 ; r8 =8 ; r1=9 ; r4 =10 ;
2
2
n

=9+1.5+5+10+1.5+3.5+7+8+3.5+6=55

i =1

Respondent 6:
r4 =1 ; r9 =2 ; r1=3 ; r2 =r5 =

4+5
=4.5 ; r6 =6 ; ; r7 =7 ; r10 =8 ; r8 =9 ; r3 =10 ;
2

=3+4.5+10+1+4.5+6+7+9+2+8=55

i =1

Respondent 7:
r1=1 ; r2 =2 ; r6 =3 ; r4 =4 ; r9 =5 ; r10 =6 ; r5 =7 ; r3 =8 ; r7 =9 ; r8 =10 ;
n

=1+2+8+4+7+3+9+10+5+6=55

i =1

Respondent 8:
2+3
5+6
= 5.5 ; r8 =7 ; r1=8; r7 =9 ; r10 =10;
r5 =1 ; r2 = r9 =
=2.5 ; r6 =4 ; r3 = r4 =
2
2
n

=8+2.5+5.5+5.5+1+4+9+7+2.5+10=55

i =1

Respondent 9:

8+9
r1=1 ; r4 =2 ; r5 =3 ; r6 =4; r9 =5 ; r10 =6 ; r7 =7 ; r2 = r3 = 2 =8.5 ; r8 =10 ;
n

=1+8.5+8.5+2+3+4+7+10+5+6=55

i =1

Respondent 10:
1+ 2
6+7
r6 = r9 =
=1.5 ; r2 =3 ; r10 =4 ; r1=5 ; r3 = r5 =
=6.5 ; r4 =8 ; r7 =9 ; r8 =10 ;
2
2
n

=5+3+6.5+8+6.5+1.5+9+10+1.5+4=55

i =1

Respondent 11:
r1=1 ;r2 =2 ; r3 =3 ; r6 =4 ; r7 =5 ; r9 =6 ; r10 =7 ; r5 =8 ; r4 =9 ; r8 =10 ;
n

=1+2+3+9+8+4+5+10+6+7=55

i =1

Respondent 12:
r1=1 ; r4 =2 ; r2 =3 ; r6 =4 ; r10 =5 ; r5 =6 ; r7 =7 ; r9 =8 ; r8 =9 ; r3 =10 ;
n

=1+3+10+2+6+4+7+9+8+5=55

i =1

Respondent 13:
r8 =1 ; r1=2 ; r2 =3 ; r6 = r9 =

4+5
= 4.5 ; r4 =6 ; r3 =7 ; r7 =8 ; r10 =9 ; r5 = 10 ;
2

=2+3+7+6+10+4.5+8+1+4.5+9=55

i =1

Respondent 14:
r10 =1 ; r1=2 ; r2 =3 ; r6 =4 ; r7 =5 ; r5 =6 ; r3 = r4 =
n

=2+3+7.5+7.5+6+4+5+9+10+1=55

i =1

Respondent 15:

7+8
= 7.5 ; r8 =9; r9 =10 ;
2

r1=1 ; r2 =2 ; r3 =3 ; r4 =4 ; r5 =5 ; r6 =6 ; r7 =7 ; r8 =8; r9 =9 ; r10 = 10 ;

n

=1+2+3+4+5+6+7+8+9+10=55

i =1

Respondent 16:
r4 =1 ; r8 =2; r9 =3 ; r5 = r6 = r10 =

4+5+6
= 5 ; r1=7 ; r7 =8 ; r2 =9 ; r3 =10 ;
3

=7+9+10+1+5+5+8+2+3+5=55

i =1

Respondent 17:
r7 =1 ; r5 =2 ; r3 =3 ; r1=4 ; r6 =r8 =

5+6
= 5.5 ; r2 =7 ; r4 =8 ; r10 =9 ; r9 =10 ;
2

=4+7+3+8+2+5.5+1+5.5+10+9=55

i =1

Respondent 18:
r6 = 1 ; r9 =2; r7 =3; r3 =4; r2 =5; r1=6; r4 =7; r5 =8; r8 =9; r10 =10;
n

=6+5+4+7+8+1+3+9+2+10=55

i =1

Respondent 19:
r7 =1; r3 =2; r2 =3; r1=4; r4 =5; r6=6; r9 =7; r10 =8; r8 =9; r5 =10;
n

=4+3+2+5+10+6+1+9+7+8=55

i =1

Respondent 20:
r2 =1; r5 =2; r7 =3; r3 =4; r6=5; r9 =6; r10 =7; r8 =8; r4 =9; r1=10;
n

=10+1+4+9+2+5+3+8+6+7=55

Indicm n tabelulul urmtor rangurile calculate prin fracie fa de locurile

indicate de respondeni :

1/1
1/1.5
1/1.5

9/9
7/7
7/7

6/6
2/2
5/5

3/3
2/2
6/6

Termen de garanie

Nr megapixeli

Memoria

Diversitatea funciilor
7/7
3/3
2/2

8/8
4/4
8/8

Zoom optic

2/2
1/1.5
3/3

Aspectul

1
2
3

Comoditatea utilizrii

Nr
respondent

Calitatea imaginii

Pre

Caracteristicile i locurile acordate

10/10
8/8
9/9

4/4
5/5
1/1.5

(baterii/acumulator)Alimentarea

i =1

5/5
6/6
4/4

ri
i =1

55
55
55

4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

2/2
2/2
3/3
1/1
3/3
1/1
5/5
1/1
1/1
2/2
2/2
1/1
7/7
4/4
6/6
4/4
10/10

3/3
1/1.5
4/4.5
2/2
2/2.5
8/8.5
3/3
2/2
3/3
3/3
3/3
2/2
6/6
7/7
5/5
3/3
1/1

4/4.5
5/5
5/5
8/8
5/5.5
8/8.5
6/6.5
3/3
10/10
7/7
7/7.5
3/3
5/5
3/3
4/4
2/2
4/4

4/4.5
4/4
1/1
4/4
5/5.5
2/2
2/2
9/9
2/2
6/6
7/7.5
4/4
1/1
8/8
7/7
5/5
9/9

9/9
1/1.5
4/4.5
7/7
1/1
3/3
6/6.5
8/8
6/6
5/5
6/6
5/5
4/5
2/2
8/8
10/10
2/2

1/1
3/3.5
6/6
3/3
4/4
4/4
1/1.5
4/4
4/4
4/4.5
4/4
6/6
4/5
5/5.5
1/1
6/6
5/5

5/5
7/7
7/7
9/9
6/6
7/7
3/3
5/5
7/7
8/8
5/5
7/7
8/8
1/1
3/3
1/1
3/3

8/8
8/8
9/9
10/10
7/7
9/9
7/7
10/10
9/9
1/1
9/9
8/8
2/2
5/5.5
9/9
9/9
8/8

7/7
3/3.5
2/2
5/5
2/2.5
5/5
1/1.5
6/6
8/8
4/4.5
8/8
9/9
3/3
6/6
2/2
7/7
6/6

6/6
6/6
8/8
6/6
4/4
6/6
4/4
7/7
5/5
9/9
1/1
10/10
4/5
9/9
10/10
8/8
7/7

64

114.5

93.5

102.5

80.5

112

155.5

92

136

Si = r ij

61.5

j =1

3. Calculm coeficientul de importan a caracteristicilor (i ) n aa mod, nc t

suma lor pentru toate proprietile s fie egal cu 1,adic :
n

=1

i =1

Calcularea coeficientului de importan se calculeaz n felul urmtor :

1
i = nSi
1

I =1 Si

1
61.5
1
1
1
1
1
1
1
1
1
1
+ +
+
+
+
+
+
+ +
61.5 64 114.5 93.5 102.5 80.5 112 155.5 92 136

0.15

2 =0.14 ; 3 =0.08 ; 4 =0.09 ; 5 =0.09 ; 6 =0.11 ; 7 =0.08 ; 8 =0.06 ;

=0.10 ; 10 =0.06 ;
Verificm condiia
10

i =1

=0.15+0.14+0.08+0.09+0.09+0.11+0.08+0.06+0.10+0.06=1

55
55
55
55
55
55
55
55
55
55
55
55
55
55
55
55
55

Astfel,coeficienii de importan ai principalelor caracteristici ale aparatelor de fotografiat

constitue:
1. Pre..0.15
2. Calitatea imaginii.0.14
3. Comoditatea utilizrii..0.08
4. Diversitatea funciilor..0.09
5. Memoria..0.09
6. Nr megapixeli..........................................0.11
7. Termen de garanie..................................0.08
8. Aspectul...................................................0.06
9. Zoom optic...............................................0.10
10.Alimentarea (baterii/acumulator)0.06
4. n scopul aprecierii nivelului de concordan a opiniilor tuturor experilor
referite la aprecierile fiecrei proprieti,calculm coeficientul de variaie (vi ).
Pentru aceasta :
1.1 Calculm media aritmetic simpl a rangurilor (i ) pentru fiecare caracteristic:
m

ri =

rij
j =1

Si ;
m

61.5
= 3.075 ; r2 =3.2; r3 =5.725; r4 =4.675; r5 =5.125; r6 =4.025; r7 =5.6;
20
r8 =7.775; r9 =4.6; r10 =6.8;
r1 =

1.2 Calculm abaterea medie ptratic ( i) de la media rangurilor pe fiecare

caracteristic:
m

(rij ri)

j =1

i=

m 1

( 2 3.075) 2 + (1.5 3.075) 2 + (3 3.075) 2 + ( 2 3.075) 2 + (2 3.075) 2 + (3 3.075) 2 ...

+
20 1
...(1 3.075) 2 + (3 3.075) 2 + (1 3.075) 2 + (5 3.075) 2 + (1 3.075) 2 + (1 3.075) 2 + ( 2 3.075) 2 + ...

1 =

...( 2 3.075) 2 + (1 3.075) 2 + (7 3.075) 2 + ( 4 3.075) 2 + (6 3.075) 2 + ( 4 3.075) 2 + (10 3.075) 2 ...
= 5.64

 2 = 4.59;

3 = 5.04; 4 = 6.82;

9 = 5.35;

10 = 5.43;

5 = 6.89;

6 = 2.68; 7 = 5.83; 8 = 5.85;

1.3 Se calculeaz coeficientul de variaie a opiniilor experilor conform relaiei:

i = i sau i = i *100%
ri
ri
1 1.83 - concordana lipsete
=
1 =
r1
2 = 1.43 - concordana lipsete
3 = 0.88 - concordana lipsete
4 = 1.45 - concordana lipsete
5 = 1.34 - concordana lipsete
6 = 0.66 - concordana lipsete
7 = 1.04 - concordana lipsete
8 = 0.75 - concordana lipsete
9 = 1.16 - concordana lipsete
10 = 0.79 - concordana lipsete
5. Calculm concordana opiniilor respondenilor pe anchete n ntregime :
1.1 Calculm suma rangurilor pentru fiecare caracteristic:
m

S i = rij
j =1

S1 = 61.5; S 2 = 64; S 3 = 114.5; S 4 = 93.5; S 5 = 102.5; S 6 = 80.5; S 7 = 112; S 8 = 155.5;

S 9 = 92; S10 = 136;
1.2 Calculm media aritmetic a sumei rangurilor:
n

S=

S
i =1

61.5 + 64 + 114.5 + 93.5 + 102.5 + 80.5 + 112 + 155.5 + 92 + 136

= 101.2
10

1.3 Calculm suma ptratelor abaterilor de la S dup cum urmeaz:

n

i =1

i =1
2

S = ( S i ) 2 = ( S i S ) 2
S = (61.5 101.2) + (64 101.2) 2 + (114.5 101.2) 2 + (93.5 101.2) 2 + (102.5 101.2) 2 +
(80.5 101.2) 2 + (112 101.2) 2 + (155.5 101.2) 2 + (92 101.2) 2 + (136 101.2) 2 = 7987.1
1.4 Calcu lm indicii rangurilor legate ( T j ) pentru fiecare respondent conform relaiei :

1 l 3
T j = (t k t k )
12 k =1
T1 = 0; T2 =0.16 ; T3 =0.16 ; T4 =0.16 ; T5 =0.16 ; T6 =0.16 ; T7 =0 ; T8 =0.33 ;
T9 =0.16 ; T10 =0.33 ; T11 =0 ; T12 =0 ; T13 =0.16 ; T14 =0.16 ; T15 =0 ;T16 =0.5 ;
=0.16 ; T18 =0 ; T19 =0 ; T20=0 ;

T17

1.5 Calculm coeficientul de concordan :

s
7987.1
W =
=
= 0.24
m
1
1 2 3
2
3
* 20 (10 10) 20 * 2.6
m ( n n) m T j
12
12
j =1
m

Tj

2.6
j =1

= 0.07
WC' = W * 1
= 0.24 * 1
3
3

m( n n )
20 * (10 10)

Concluzie: Conform opiniei respondenilor compania va lansa pe pia un nou aparat

foto creuia o importan mai mare li se vor acorda caracteristicilor urmtoare:
Pre,Calitatea imaginii, Nr megapixeli, Memoria,
Diversitatea funciilor.

Evaluarea comparativ a nivelului calitii

produselor cercetate.
Lundu-se n consoderaie caracteristicile principale ale produselor pentrucare au
fost apreciai coeficienii de importan,se elaboreaz un chestionar ,prin care se solicit
aprecierile respondenilor referitoare la produsele cercetate.Chestionarul poate avea
urmtoarea form i coninut :
Stimate domn (doamn)!
V rugm s v expunei prerile Dvs. Referitoare la modelele prezentate,fcnd
aprecieri caracteristicilor fiecrui model dup o scal cu 10 puncte (nota 10-apreciere
maximal) :

Nr
respond
1
2
3
4

Cannon

1.Pre
Toshiba

Nikon

2
1
3
2

3
1
1
2

1
2
2
1

Son
y
1
1
1
1

Nr
respond
1
2
3
4

2.Calitatea imaginii
Cannon Toshiba
Nikon

Sony

1
1
1
3

2
3
2
1

7
1
2
1

2
6
3
1

5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
P1

Nr
respond
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
P3

2
3
1
3
1
5
1
1
2
2
1
7
4
6
4
10
3.05

3
1
3
1
4
2
1
4
3
1
1
2
1
3
2
3
2.1

2
2
3
2
3
3
2
3
1
1
3
3
2
3
10
1
2.5

3. Comoditatea utilizrii
Cannon Toshiba
Nikon
9
7
7
4
5
5
8
5
8
6
3
10
7
7
3
5
3
4
2
4
5.6

1
9
3
4
6
9
7
7
1
7
3
7
7
5
6
4
2
4
1
2
4.75
5.Memoria

3
5
7
2
5
3
4
4
10
4
1
4
2
3
7
6
4
10
6
2
4.6

2
2
4
4
2
1
2
4
2
5
2
2
2
1
6
2
2.35

Son
y
3
2
5
2
3
5
3
7
6
2
4
9
3
1
1
4
8
1
5
1
3.75

5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
P2

Nr
respond
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
P4

1
4
2
2
8
3
2
3
3
3
2
6
7
5
3
1
3.05

4
3
2
4
5
2
2
2
4
3
3
1
1
2
5
1
2.75

3
1
2
1
2
1
3
1
6
2
1
1
1
2
1
1
2.05

1
1
2
3
1
3
1
2
2
3
4
3
1
2
2
3
2.1

4. Diversitatea funciilor
Cannon Toshiba
Nikon

Sony

7
3
2
4
4
1
4
5
2
2
9
2
6
7
4
1
8
7
5
9
4.6

10
9
3
4
5
4
6
5
5
10
9
1
7
4
3
1
3
4
1
6
5

4
8
7
5
5
8
1
5
3
6
4
5
6
7
2
4
6
1
4
4
4.75

4
5
4
3
4
5
7
3
1
5
7
1
7
4
2
5
7
1
9
9
4.65

6. Nr megapixeli

Nr
respond
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
P5

Nr
respond
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17

Cannon

Toshiba

Nikon

6
2
5
9
1
4
7
1
3
6
8
6
5
6
5
4
2
8
10
2
5

9
2
8
3
7
2
4
2
2
3
5
6
5
9
9
5
1
6
8
9
5.25

5
1
2
1
8
4
1
3
4
2
4
2
3
5
10
10
3
4
2
5
3.95

7. Termen de garanie
Cannon Toshiba
Nikon
8
4
8
5
7
7
9
6
7
3
5
7
8
5
7
8
1

6
5
4
7
8
4
5
8
10
8
7
8
9
8
4
8
3

8
4
9
5
1
6
9
7
5
8
8
5
4
7
8
4
8

Son
y
4
8
3
1
7
3
5
2
3
4
3
8
1
7
6
7
6
2
9
7
4.8

Nr
respond
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
P6

Cannon

Toshiba

Nikon

Sony

3
2
6
1
3
6
3
4
4
1
4
4
4
4
6
4
5
1
6
5
3.8

5
3
2
6
1
7
6
6
6
4
6
1
2
10
8
6
7
5
6
8
5.25

6
3
6
4
7
7
2
5
9
6
6
6
8
6
4
2
6
9
5
4
5.55

7
4
4
3
4
4
7
10
4
8
8
3
4
6
5
6
8
3
10
5
5.65

Son
y
5
7
6
6
10
7
7
6
8
5
5
5
9
10
9
9
4

Nr
respond
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17

Cannon

Nikon

Sony

10
7
1
6
6
8
5
6
6
7
9
7
9
8
9
7
10

9
5
7
5
6
6
9
8
7
9
10
7
5
2
7
5
8

10
8
9
8
8
9
10
7
9
7
10
9
1
9
8
2
5

8. Aspectul
Toshiba
2
4
6
10
6
10
8
9
9
8
8
10
1
6
7
9
5

18
19
20
P7

3
1
3
5.6

Nr
respond
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
P9

9
10
5
6.8

8
4
8
6.3

9. Zoom optic
Cannon Toshiba
Nikon
4
5
1
7
3
2
5
2
5
1
6
8
4
8
9
3
6
2
7
6
4.7

8
6
2
8
2
5
9
3
7
5
9
3
8
4
10
7
8
10
9
10
6.65

7
9
5
1
10
10
8
9
8
9
5
8
10
9
5
9
5
7
7
7
7.4

7
5
7
6.85

18
19
20
P8

9
9
8
7.75

7
3
7
6.75

5
3
3
6.6

5
9
5
6.7

Son
y
6
10
4
7
8
1
1
9
4
6
6
10
6
9
8
8
7
6
4
4
6.2

10. Alimentarea (baterii/acumulator)

Nr
Cannon Toshiba
Nikon
respond
1
5
3
9
2
6
7
8
3
4
5
8
4
6
9
7
5
6
9
9
6
8
6
9
7
6
10
6
8
4
10
8
9
6
8
7
10
4
1
10
11
7
10
10
12
5
9
9
13
9
1
5
14
1
2
10
15
10
5
6
16
4
3
8
17
9
4
9
18
10
8
6
19
8
7
8
20
7
6
6
6.25
6.15
7.9
P10

Sony
8
6
8
8
9
8
8
1
9
7
7
6
8
8
3
10
5
8
8
9
7.2

Indicm n tabelulul urmtor rangurile calculate prin fracie fa de locurile

indicate de respondeni :
Diversitatea
funciilor

Memoria

Nr megapixeli

de garanieTermen

Aspect

Zoom optic

Alimentarea
(baterii/acumulator)

2/2
1/1.5

Comoditatea
utilizrii

1
2

Calitatea imaginii

Nr
respond

Pre

Cannon

1/1
1/1.5

9/9
7/7

7/7
3/3

6/6
2/2

3/3
2/2

8/8
4/4

10/10
8/8

4/4
5/5

5/5
6/6

4/4
6/6
6/6
8/8
6/6
4/4.5
6/6
4/4
7/7
5/5
9/9
1/1
10/10
4/5
9/9
10/10
8/8
7/7
126.5

0.151

0.145

0.081

0.1

0.09

0.117

0.083

0.059

0.096

0.073

ri

3.075

3.2

5.7

4.65

5.125

3.975

5.6

7.775

4.825

6.325

i
i

2.37

2.03

2.25

2.6

2.58

1.64

2.41

2.41

2.3

2.24

0.77

0.77

0.39

0.55

0.5

0.41

0.43

0.3

0.47

0.35

7.775

4.825

6.325

Alimentarea
(baterii/acumulator)

Toshiba
Zoom optic

4/4
8/8
7/7
5/5

5.6

Aspect

1/1
9/9
3/3
4/4

3.975

de garanieTermen

7/7
1/1.5
2/3
1/1

5.125

Nr megapixeli

3/3.5
1/1.5
1/1
2/2

4.65

Memoria

1
2
3
4

5.7

Diversitatea
funciilor

Nr
respond

Calitatea imaginii

3.2

Pre

3.075

Comoditatea
utilizrii

Concordana

Pi

puin

1/1.5
7/7
3/3.5
2/2
5/5
2/2.5
5/5
1/1.5
6/6
8/8
4/4.5
8/8
9/9
3/3
6/6
2/2
7/7
6/6
96.5

lipsete

9/9
8/8
8/8
9/9
10/10
7/7
9/9
7/7
10/10
9/9
1/1
9/9
8/8
2/2
5/5.5
9/9
9/9
8/8
155.5

puin

8/8
5/5
7/7
7/7
9/9
6/6
7/7
3/3
5/5
7/7
8/8
5/5
7/7
8/8
1/1
3/3
1/1
3/3
112

lipsete

6/6
1/1
3/3.5
6/6
3/3
4/4.5
4/4
1/1.5
4/4
4/4
4/4.5
4/4
6/6
4/5
5/5.5
1/1
6/6
5/5
79.5

lipsete

5/5
9/9
1/1.5
4/4.5
7/7
1/1
3/3
6/6.5
8/8
6/6
5/5
6/6
5/5
4/5
2/2
8/8
10/10
2/2
102.5

lipsete

2/2
4/4.5
4/4
1/1
4/4
5/5
2/2
2/2
9/9
2/2
6/6
7/7.5
4/4
1/1
8/8
7/7
5/5
9/9
93

lipsete

7/7
4/4.5
5/5
5/5
8/8
5/5
8/8.5
6/6.5
3/3
10/10
7/7
7/7.5
3/3
5/5
3/3
4/4
2/2
4/4
114

lipsete

1/1.5
3/3
1/1.5
4/4.5
2/2
2/2.5
8/8.5
3/3
2/2
3/3
3/3
3/3
2/2
6/6
7/7
5/5
3/3
1/1
64

lipsete

3/3
2/2
2/2
3/3
1/1
3/3
1/1
5/5
1/1
1/1
2/2
2/2
1/1
7/7
4/4
6/6
4/4
10/10
61.5

lipsete

3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Si

9/9
2/2
8/8
3/3

5/5
3/3
2/3
6/6

6/6
5/5
4/4
7/7

2/2
4/4
6/6
10/10

8/8
6/6
2/3
8/8

3/3.5
7/7
5/5
9/9

9/9
6/6
10/10
10/10
8/8
1/1
10/10
9/9
1/1.5
2/2
5/5
3/3
4/4
8/8
7/7
6/6
124

0.21

0.161

0.097

0.069

0.088

0.088

0.068

0.068

0.07

0.075

ri

2.22
5
1.04

2.9

4.8

6.775

5.3

5.3

6.825

6.825

6.7

6.2

1.56

2.62

8.98

2.71

2.36

2.15

2.6

2.63

2.96

0.46
7

0.537

0.545

1.32

0.511

0.445

0.315

0.33

0.312

0.477

6.7

6.2

Alimentarea
(baterii/acumulator)

6.825

Zoom optic

6.825

Aspect

2/2
6/6
3/3
1/2.5

5.3

de garanieTermen

1/1
2/2
2/2.5
1/2.5

5.3

Nr megapixeli

1
2
3
4

6.775

Memoria

Nr
respond

4.8

Diversitatea
funciilor

2.9

Calitatea imaginii

2.22
5

Pre

Pi

Comoditatea
utilizrii

Concordana

i
i

lipsete

2/2
5/5
9/9
3/3
7/7
5/5
9/9
3/3
8/8
4/4
10/10
7/7
8/8
10/10
9/9
10/10
134

puin

6/6.5
10/10
8/8
9/9
9/9
8/8.5
8/8
10/10
1/1.5
6/6
7/7
9/9
5/5
7/7
3/3
7/7
136.5

puin

8/8
4/4
5/5
8/8
10/10
8/8.5
7/7
8/8
9/9
8/8
4/4
8/8
3/3
9/9
10/10
5/5
136.5

puin

1/1
7/7
6/6
6/6
6/6
4/4
6/6
1/1
2/2
10/10
8/8
6/6
7/7
5/5
6/6
8/8
106

lipsete

7/7
2/2
4/4
2/2
2/2
3/3
5/5
6/6
5/5
9/9
9/9
5/5
1/2
6/6
8/8
9/9
106

lipsete

5/5
8/8
1/1
5/5
3/3
6/6
4/4
5/5
6/6
7/7
2/2
4/4.5
6/6
1/1
4/4
4/4
135.5

lipsete

6/6.5
9/9
7/7
7/7
1/1
7/7
3/3
7/7
7/7
5/5
6/6
4/4.5
2/2
4/4
1/1
2/2
96

lipsete

4/4
3/3
2/2
4/4
5/5
2/2.5
2/2
2/2
4/4
3/3
3/3
1/1
1/2
2/2
5/5
1/1
58

lipsete

3/3
1/1
3/3
1/1
4/4
2/2.5
1/1
4/4
3/3
1/1
1/1
2/2
1/2
3/3
2/2
3/3
44.5

lipsete

5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Si

3/3
5/5.5
7/7
2/2

4/4
5/5.5
4/4
3/3

5/5
1/1
2/2.5
1/2.5

6/6
3/3
6/6
4/4

8/8
4/4
9/9
5/5

10/10
7/7
1/1
6/6

7/7
9/9
5/5
1/2.5

9/9
8/8
8/8
7/7

Nikon

4/4
5/5
7/7
3/3.5
1/1
5/5
7/7
1/1.5
7/7
4/4
2/2
5/5
7/7
1/1
9/9
9/9

8/8
4/4
1/1
3/3.5
4/4
2/2
4/4
2/2
3/3
5/5
10/10
10/10
3/3
4/4
2/2
5/5

7/7
7/7
2/2.5
5/5
9/9
6/6
6/6
6/6
8/8
6/6
4/4
2/2
6/6
9/9
5/5
4/4

1/1
6/6
9/9
7/7
5/5
8/8
8/8
5/5
4/4
7/7
8/8
4/4
8/8
8/8
4/4
8/8

6/6
8/8
5/5
6/6
6/6
7/7
9/9
7/7
9/9
8/8
9/9
7/7
10/10
5/5
3/3
3/3

10/10
10/10
8/8
9/9
8/8
9/9
5/5
8/8
10/10
9/9
5/5
9/9
5/5
7/7
7/7
7/7

9/9
9/9
6/6
8/8
7/7
10/10
10/10
9/9
5/5
10/10
6/6
8/8
9/9
6/6
8/8
6/6

52.5 44
0.168 0.201

92.5
0.095

94.5
0.093

81.5
0.108

111.5
0.079

126
0.07

132
0.06

149.5
0.059

158
0.056

ri

2.625 2.2

4.625

4.725

4.075

5.575

6.3

6.6

7.475

7.9

1.87 1.49
0.712 0.677

2.48
0.536

2.4
0.507

2.59
0.635

1.94
0.347

2.17
0.344

2.39
0.362

2.07
0.276

1.51
0.191

lipsete

lipsete

puin
5.575

Nr
respond

Calitatea imaginii

Comoditatea
utilizrii

Diversitatea
funciilor

Memoria

Nr megapixeli

de garanieTermen

Aspect

Zoom optic

Alimentarea
(baterii/acumulator)

1
2
3
4

1/1
1/1
1/1
1/2

2/2
3/3
2/2
1/2

3/3
2/2
5/5
2/2

10/10
9/9
3/3.5
4/4

4/4
8/8
3/3.5
1/2

7/7
4/4
4/4
3/3

5/5
7/7
6/6
6/6

9/9
5/5
7/7
5/5

6/6
10/10
4/4
7/7

8/8
6/6
8/8
8/8

6.3

6.6

7.475

potrivit

lipsete

4.075

lipsete

4.725

lipsete

4.625

Pre

Concordana

2.625 2.2

Pi

puin

5/5
3/3
4/4
4/4
10/10
4/4
1/1
4/4
2/2
3/3
7/7
6/6
4/4
10/10
6/6
2/2

puin

3/3
1/1
2/2.5
1/1
2/2
1/1
3/3
1/1.5
6/6
2/2
1/1
1/1
1/1
2/2
1/1
1/1.5

i
i

2/2
2/2
3/3
2/2
3/3
3/3
2/2
3/3
1/1
1/1
3/3
3/3
2/2
3/3
10/10
1/1.5

puin

5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Si

7.9

Sony

Pi

5/5
4/4.5
6/6
5/5
5/5
10/10
9/9
1/1
7/7
4/4
3/3.5
1/1
3/3
4/4
1/1
6/6

7/7
3/3
5/5
2/2
3/3
4/4
3/3
8/8
1/1
7/7
6/6
7/7
6/6
2/2
9/9
7/7

4/4
4/4.5
7/7.5
10/10
4/4.5
8/8
8/8
3/3
4/4
6/6
5/5
6/6
8/9
3/3
10/10
5/5.5

10/10
7/7
7/7.5
6/6
8/8
5/5
5/5
5/5
9/9
10/10
9/9
9/9
4/4
7/7
5/5
7/7

6/6
6/6
9/9
8/8
7/7
9/9
10/10
7/7
5/5
2/2
7/7
5/5
8/9
5/5
9/9
5/5.5

8/8
1/1.5
1/1
9/9
4/4.5
6/6
6/6
10/10
6/6
9/9
8/8
8/8
7/7
6/6
4/4
4/4

9/9
8/8
8/8
1/1
9/9
7/7
7/7
6/6
8/8
8/8
3/3.5
10/10
5/5
8/8
8/8
9/9

49
44
76.5
101.5
97.5
116
137.5 135.5
125
144.5
0.17 0.198 0.114
0.086
0.089
0.075
0.063
0.064 0.069 0.06
8
2.45

2.2

3.825

5.075

4.875

5.8

6.875

6.775

6.25

7.225

2.45

2.2

3.825

5.075

4.875

5.8

6.875

6.775

6.25

Pe baza aprecierilor fcute de ctre respondeni caracteristicilor produselor cercetate i

mrimea coeficienilor de importan a caracteristicilor respective,se calculeaz
indicatorii sintetici ai calitii fiecrui produs folosind relaia indicat :
10

I ' x ' = Pi * i
i =1

ICannon=3.075*0.151+3.2*0.145+5.7*0.081+4.65*0.1+5.125*0.09+3.975*0.117
+5.6*0.083+7.775*0.059+4.825*0.096+6.325*0.073=4.63
IToshiba=2.225*0.21+2.9*0.161+4.8*0.097+6.775*0.069+5.3*0.088+5.3*0.08 8
+6.825*0.068+6.825*0.068+6.7*0.07+6.2*0.075=4.66

lipsete

lipsete

puin

potrivit

lipsete

puin

1.4
0.84
2.45
2.78
2.41
2.29
1.82
2.02
2.53
20.9
0.57 0.381 0.64
0.547
0.494
0.354
0.254
0.298 0.404 2.892
1
lipsete

Concordana

i
i

3/3
5/5
3/3
7/7
6/6
2/2
4/4
9/9
3/3
1/1
1/1
4/4
8/9
1/1.5
5/5
1/1

lipsete

ri

1/1
1/1.5
2/2
3/3
1/1
3/3
1/1
2/2
2/2.5
3/3
4/4
3/3
1/1
2/2
2/2
3/3

lipsete

2/2
2/2
4/4
4/4
2/2
1/1
2/2
4/4
2/2.5
5/5
2/2
2/2
2/2
1/1.5
6/6
2/2

lipsete

5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Si

7.225

INikon=2.625*0.168+2.2*0.201+4.625*0.095+4.725*0.093+4.075*0.108+5.575*0.
079+6.3*0.07+6.6*0.06+7.475*0.059+7.9*0.056=4.36

ISony=2.45*0.178+2.2*0.198+3.825*0.114+5.075*0.086+4.875*0.089+5.8*0.075+
6.875*0.063+6.775*0.064+6.25*0.69+7.225*0.06=4.34

Conform opiniilor tuturor experilor,mrcile de aparate de

fotografiat au primit urmtoarele aprecieri relative:

I - Toshiba(4.66)
II - Cannon(4.63)
III - Nikon(4.36)
IV - Sonu(4.34)
Concluzie :In viziunea experilor imaginea aparatului de fotografiat Toshiba este mai
buna, n comparaie cu imaginea celorlalte.Ea intruneste cele mai bune aprecieri ale
principalelor caracteristici ale aparatului de fotografiat din partea consumatorilor .