COMM 296 Chapter Notes - Chapter 10: Data Mining, Analysis Of Variance
Document Summary
Marketing research process: process of systematically collecting, recording, analyzing, and interpreting data: defining the objectives and research needs, designing the research, collecting the data, analyzing the data and developing insights, developing and implementing an action plan. External (government, industry, media, research reports, syndicated) Observe (scanner data, clickstream data, social media, watching in person or video, some experimental research) How many would you eat in a single session? e. g. ) Syndicated data data available for a fee from commercial research firms. Scanner data quantitative research as such can be obtained from scanner readings of. Panel data information collected from a group of consumers. Data warehouses large computer files that store a great amount of individual data. Data mining use of variety of statistical analysis tools to uncover previously unknown patterns in the data stored in databased or relationships among variables. Churn number of consumers who stopped using a product/service average # of consumers of that product/service.
