The Handbook of Marketing Research

Christopher R. Stephens; R. Sukumar

doi:10.4135/9781412973380

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Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer//market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.

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An Introduction to Data Mining

By: Christopher R. Stephens & R. Sukumar
In:The Handbook of Marketing Research
Chapter DOI:https://doi.org/10.4135/9781412973380
Subject:Business and Management, Marketing
Keywords:advertising; advertising; agents; agents; Bayesian statistics; bias; consensus; correlation; customers; customers; data analysis; data collection; data mining; distribution; drivers; drivers; health insurance; health insurance; health risk; income; income; insurance; insurance; knowledge; knowledge; logistic regression; mobile homes; mobile homes; neural networks; opinions; opinions; parameters; parameters; prediction; probability; profiling; profiling; purchasing; purchasing; regression; sales; sales; sampling error; scaling; statistical inference; statistical models; surveying; surveying; surveys; uncertainty

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An Introduction to Data Mining

Christopher R.StephensAdaptive Technologies, Inc. Instituto de Ciencias Nucleares, UNAM Dublin Institute for Advanced Studies Department of Computer Science, University of Essex

R.SukumarIPSOS, Inc.

AUTHORS’ NOTE: CRS acknowledges support from CONACyT project 30422-E, a DGAPA sabbatical fellowship, hospitality and financial support from the Dublin ...

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  Stephens, C., & Sukumar, R. (2006). An introduction to data mining. In The Handbook of Marketing Research (pp. 455-483). SAGE Publications, Inc., https://doi.org/10.4135/9781412973380
  
  Stephens, Christopher R., and R. Sukumar. "An Introduction to Data Mining." In The Handbook of Marketing Research, 455-83. Thousand Oaks, CA: SAGE Publications, Inc., 2006. https://doi.org/10.4135/9781412973380.
  
  Stephens, C. and Sukumar, R. 2006. An Introduction to Data Mining. In: The Handbook of Marketing Research. Thousand Oaks, CA: SAGE Publications, Inc. pp. 455-483 Available at: <https://doi.org/10.4135/9781412973380> [Accessed 8 Dec 2023].
  
  Stephens, Christopher R. and R. Sukumar. "An Introduction to Data Mining." The Handbook of Marketing Research. Thousand Oaks: SAGE Publications, Inc., 2006, pp. 455-83. Sage Research Methods, doi: https://doi.org/10.4135/9781412973380.
  
  Stephens, Christopher R., and R. Sukumar. An introduction to data mining. In The Handbook of Marketing Research. Thousand Oaks, CA: SAGE Publications, Inc.; 2006: 455-483. doi:10.4135/9781412973380
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An Introduction to Data Mining

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