The application of data mining methods in modern marketing research

• Autorzy: Dominik Krężołek
• Języki publikacji: EN

Abstrakty

EN

The world we're living is extremely diverse. Information is everywhere, but the problem is how to extract such information from so many sources. The expectations of participants in business (both supply and demand part) change from day to day. Therefore we observe changes in analytical tools supporting decision-making process as well. The main purpose of this paper is to present some data mining methods with their broad application in marketing research. We proposed method commonly used in practice. Some of them are related to the discovery of new, unobservable patterns and structures. Others, in turn, are associated with data management in the area of marketing. The data is diverse, comes from different sources and is heterogeneous. Decision-making based on so extensively presented information reąuires its preparation and ordering. Un- observable information is extremely important in the business world, where the main purpose is to work effectively, in order to generate long-term benefits(fragment of text)

Słowa kluczowe

EN

Marketing research; Marketing

PL

Badania marketingowe; Marketing

• Czasopismo: Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach
• Rocznik: 2017
• Tom: Challenges for marketing in 21st century
• Strony: 49--70

Twórcy

autor

Dominik Krężołek

• University of Economics in Katowice, Poland

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