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

  • Karmele Fernández-Aguirre
  • María I. Landaluce
  • Ana Martín
  • Juan I. Modroño
Part of the Studies in Classification, Data Analysis, and Knowledge Organization book series (STUDIES CLASS)

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.

Keywords

Online Survey Data Mining Technique Multiple Correspondence Analysis Potential Buyer Symmetrical Method 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2008

Authors and Affiliations

  • Karmele Fernández-Aguirre
    • 1
  • María I. Landaluce
    • 2
  • Ana Martín
    • 1
  • Juan I. Modroño
    • 1
  1. 1.Universidad del País Vasco (EHU/UPV)Spain
  2. 2.Universidad de Burgos (UBU)Spain

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