問24
頻出度★★★
顧客の購買行動を分析する手法の一つであるRFM分析で用いる指標で, Rが示すものはどれか。ここで, 括弧内は具体的な項目の例示である。
平成27年度 春期 ITパスポート試験 問24
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 24
Incorrectア
Reaction (questionnaire favorability) is not an indicator used in RFM analysis. RFM analysis deals with objective transaction data, namely the actual purchase history, whereas favorability measured by a questionnaire is attitude-survey data and falls outside its scope. Also, the word behind R is not Reaction but Recency.
- イ
正解 The correct answer is イ. RFM analysis quantifies a customer's purchase history using three indicators — Recency (most recent purchase date), Frequency (purchase frequency), and Monetary (purchase amount) — and ranks customers into groups such as valuable customers or dormant customers, so that the targets of sales promotion and direct mail can be narrowed down. The leading letter R stands for Recency, which expresses “when did the customer buy last?”, that is, the time elapsed since the most recent purchase date. A customer who has bought recently is considered more likely to buy again, so that customer's R rating is higher. Choice イ correctly pairs Recency with the specific item “most recent purchase date”, so it is the correct answer.
Incorrectウ
Request (requests) is likewise not an indicator used in RFM analysis. Customer requests are information gathered through CRM or customer-satisfaction surveys, and they correspond to none of the R, F, or M components of RFM analysis.
Incorrectエ
Respect (brand trust level) is likewise not an indicator used in RFM analysis. Trust in a brand is a measure for evaluating brand value, and it is different in nature from the three RFM indicators, which are calculated mechanically from purchase history.
ここがポイント
- RFM analysis = a customer analysis method that ranks customers by three indicators — Recency (most recent purchase date), Frequency (purchase frequency), and Monetary (purchase amount) — and is used to pick out valuable customers and narrow down sales-promotion targets.
- The key point is to memorize exactly how the three initial letters map to the specific items. R means “when did the customer buy last?”, and the more recently a customer has purchased, the higher the rating.
用語