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.

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 ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles