The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 22: An Introduction to Data Mining
An Introduction to Data Mining
An exponential explosion in data has occurred in the past 20 to 30 years, in basically all areas of business, due to the widespread availability of powerful computers for data storage and analysis. This has ensured an importance for the field of data mining or, as it is sometimes called, and more appropriately so—knowledge discovery—that can only increase in the future.
It should be emphasized from the outset that data mining is not a tool or technique but, rather, an entire field of study. In fact, one could argue that data mining encompasses elements from the vast majority of other topics covered in this book—ranging from ensuring data quality (see Chapters 4, 5, 7, 8, and 9, ...