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

fYear

2006

fDate

Dec. 2006

Firstpage

596

Lastpage

600

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;

fLanguage

English

Publisher

ieee

Conference_Titel

Data Mining Workshops, 2006. ICDM Workshops 2006. Sixth IEEE International Conference on

Conference_Location

Hong Kong

Print_ISBN

0-7695-2702-7

Type

conf

DOI

10.1109/ICDMW.2006.107

Filename

4063696