Author: Natalya B. Izakova, Sr. Lecturer of Marketing and International Management Dept., Ural State University of Economics

Abstract. The article considers the possibilities of application of multivariate methods of statistical analysis when carrying out marketing research of B2B markets which will allow providing information and analytical base for taking reasonable marketing decisions. The main problems of marketing research of B2B markets are identified. Classification of multivariate statistical methods is given. The author analyses the influence of price level, period of operation in the market of the Russian Federation, width of a dealer network and level of companies’ advertising activity on PVC profile sales volume. To assess a variation of sales of PVC profile, multivariate dispersion, covariance and discriminant statistical analysis is applied, using the Statistical Package for the Social Science program.

Keywords: marketing research, PVC profile, multivariate statistical methods, dispersion analysis, discriminant analysis