数据挖掘技术在单一来源研究数据中的应用

发布时间：2018-03-24 19:47

本文选题：市场研究　切入点：单一来源研究　出处：《北京邮电大学》2007年硕士论文

【摘要】： 伴随着市场经济的蓬勃发展，市场研究公司在帮助企业进行经营决策和制定市场营销计划等方面起着非常重要的作用，其提供的服务帮助企业了解市场、获取市场信息并帮助其提高市场营销效果。 1966年诞生在英国的单一来源研究，是市场研究公司提供服务的一种重要组成形式。它摆脱了传统市场研究公司为每个客户分别提供调研和咨询的一般运营模式，集中人力和物力采集消费者的人口资料、产品消费习惯、媒体接触习惯和生活形态等多方面的信息建立大型数据库，并且对此数据库定期更新。然后，将此数据库提供给多个客户(包括广告商、企业等)，为其的经营决策和市场营销决策提供数据支持。单一来源研究集中了人力和物力，其数据库结果具有涉及信息面广和数据量大等特点，其分析研究主要通过各种的数据分析软件辅助实现。目前，在单一来源研究中，普遍使用的软件提供的研究方法包括交叉表、P-Map图、对应分析、媒体计划等。使用现有的各种方法，在目标消费者特征描述方面，存在着人工操作庞大、信息发现能力差和受人员能力影响大的弱点，而数据挖掘技术的特点适合解决这些问题。本文主要将数据挖掘技术引入到单一来源研究的应用中，设计和实现模型帮助数据用户完成消费者特征分析和判断。本文的主要贡献在于： 1．充分分析数据挖掘技术和单一来源数据的特点，选择了合理的数据挖掘中的知识发现技术运用到单一来源研究数据分析中。 2．设计了以决策树为基础的数据挖掘模型，加快了品牌消费者状况的分析和判断速度，，提高了数据分析和信息发现能力。 3．以开源数据挖掘系统Weka为工具实现了基于单一来源研究数据对目标消费者人口状况和行为特征的分析和挖掘。
[Abstract]:With the booming development of market economy, market research companies play a very important role in helping enterprises to make business decisions and make marketing plans. The services provided by them help enterprises understand the market. Obtain market information and help improve marketing effectiveness. Single-source research, which was born in the UK in 1966, is an important form of service provided by market research companies. It breaks away from the general operating model of traditional market research companies that provide research and advice to each customer separately. Centralize human and material resources to collect consumer population data, product consumption habits, media contact habits and life patterns, and build a large database, and update the database regularly. This database is made available to multiple clients (including advertisers, enterprises, etc.) to provide data support for their business decisions and marketing decisions. The result of the database has the characteristics of wide information and large amount of data, and its analysis and research are mainly realized by various kinds of data analysis software. Currently, in single-source research, the commonly used software provides research methods such as crosstab P-Map, correspondence analysis, media planning, etc. There are some weaknesses such as huge manual operation, poor information discovery ability and great influence of human ability, but the characteristics of data mining technology are suitable to solve these problems. This paper mainly introduces data mining technology into the application of single source research. Design and implementation of the model to help data users to complete consumer feature analysis and judgment. The main contributions of this paper are:. 1. The characteristics of data mining technology and single source data are fully analyzed, and the reasonable knowledge discovery technology in data mining is applied to single source research data analysis. 2. A data mining model based on decision tree is designed, which speeds up the analysis and judgment of brand consumers and improves the ability of data analysis and information discovery. 3. An open source data mining system (Weka) is used to analyze and mine the demographic and behavioral characteristics of target consumers based on single source data.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：TP311.13

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