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Data Mining of an On-line Survey – A Market Research Application

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Data Analysis, Machine Learning and Applications

Abstract

In this work we apply several data mining techniques that give us deep insight into knowledge extraction from a marketing survey addressed to the potential buyers of an university gift shop. The techniques are classified as symmetrical and non-symmetrical. An advocation for such combination is given as conclusion.

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References

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Author information

Authors and Affiliations

  1. Universidad del País Vasco (EHU/UPV), Spain

    Karmele Fernández-Aguirre, Ana Martín & Juan I. Modroño

  2. Universidad de Burgos (UBU), Spain

    María I. Landaluce

Authors
  1. Karmele Fernández-Aguirre
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  2. María I. Landaluce
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  3. Ana Martín
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  4. Juan I. Modroño
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Editor information

Editors and Affiliations

  1. Institute of Computer Science and Institute of Business Economics and Information Systems, University of Hildesheim, Marienburgerplatz 22, 31141, Hildesheim, Germany

    Christine Preisach

  2. Lehrstuhl für Mustererkennung und Bildverarbeitung, Universität Freiburg, Gebäude 052, 79110, Freiburg i. Br, Germany

    Hans Burkhardt

  3. Institute of Computer Science and Institute of Business Economics and Information Systems, Marienburgerplatz 22, 31141, Hildesheim, Germany

    Lars Schmidt-Thieme

  4. Fakultät für Wirtschaftswissenschaften, Lehrstuhl für Betriebswirtschaftslehre, insbes. Marketing, Universitätsstraße 25, 33615, Bielefeld, Germany

    Reinhold Decker

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© 2008 Springer-Verlag Berlin Heidelberg

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Fernández-Aguirre, K., Landaluce, M.I., Martín, A., Modroño, J.I. (2008). Data Mining of an On-line Survey – A Market Research Application. In: Preisach, C., Burkhardt, H., Schmidt-Thieme, L., Decker, R. (eds) Data Analysis, Machine Learning and Applications. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-78246-9_22

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