Economic Themes (2008) 46 (4) 9, 101-115
Vinko Lepojević, Vesna Janković-Milić
Abstract: Data mining techniques have recently gained popularity with researchers, in part because they overcome many limitations of traditional statistics and can handle complex data sets. Data mining is a process of extracting previously unknown, valid, actionable, and ultimately comprehensible information from large databases and then using the information to make crucial business decisions. Data mining techniques offer a powerful complement to statistical techniques and have useful research applications for customer satisfaction.
Keywords: Data mining; market research; data visualization; association rules; case-based reasoning; neural networks; genetic algorithms
USING DATA MINING TECHNIQUES IN MARKET RESEARCH
Vinko Lepojević, Vesna Janković-Milić
Abstract: Data mining techniques have recently gained popularity with researchers, in part because they overcome many limitations of traditional statistics and can handle complex data sets. Data mining is a process of extracting previously unknown, valid, actionable, and ultimately comprehensible information from large databases and then using the information to make crucial business decisions. Data mining techniques offer a powerful complement to statistical techniques and have useful research applications for customer satisfaction.
Keywords: Data mining; market research; data visualization; association rules; case-based reasoning; neural networks; genetic algorithms
