Title :
Market Research Design on Modeling Propensity to Purchase and Market Potential: Using GIS and Data Mining as the Tools
Author :
Zhao, Lihua ; Harris, Jennifer
Author_Institution :
Sch. of Marketing, New South Wales Univ., Sydney, NSW
Abstract :
This paper presents the research design for an ongoing project focusing on modelling propensity to purchase and market potential estimation on a small geographic area basis through the integration of market and geo-referenced data sources. Specifically, the project seeks to use geographical information systems (GIS) and data mining technologies as key market intelligence software tools for market forecast modelling. Using the automobile industry in Sydney as an example, the research aims to improve the use of spatial information and census data in market research, with the outcomes expected to provide valuable information for decision makers in other industries, as well as for market researchers in general
Keywords :
data mining; geographic information systems; market opportunities; market research; census data; data mining; geographical information systems; intelligence software tools; market forecast modelling; market potential; market research design; propensity to purchase; spatial information; Australia; Automobiles; Data mining; Economic forecasting; Geographic Information Systems; Information systems; Market research; Marketing and sales; Predictive models; Spatial databases;
Conference_Titel :
Data Mining Workshops, 2006. ICDM Workshops 2006. Sixth IEEE International Conference on
Conference_Location :
Hong Kong
Print_ISBN :
0-7695-2702-7
DOI :
10.1109/ICDMW.2006.107
