Explorative data analysis and knowledge modeling methods for marketing decision support applied in the tourist sector

Stalidis, George/ Σταλίδης, Γιώργος


Institution and School/Department of submitter: ΤΕΙ Θεσσαλονίκης
Keywords: MIS (Information systems);MIS (Πληροφοριακά συστήματα);Management--Decision making;Διοίκηση--Λήψη αποφάσεων;Data analysis (Quantitative research);Ανάλυση δεδομένων (Ποσοτική έρευνα);Knowledge-based systems;Συστήματα βασισμένα στη γνώση
Issue Date: 10-Jul-2015
Citation: International Conference on Contemporary Marketing Issues (ICCMI), Thessaloniki, 2012
Abstract: The aim of this work is to support marketers in making informed decisions, such as the selection of target market segments, product positioning or optimal configuration of campaigns by extracting and managing knowledge from survey data. The proposed methods include the application of multivariate non-parametric factor analysis to reveal patterns underlying in survey data and their use as input to a knowledge engineering process, in order to build a knowledge-based system for marketing decision support in the tourist domain. To this end, an information technology framework is under development to extract from data and manage structured knowledge, thus making the results sharable, maintainable and available for problem solving to users who are not experts in analysis. In order to illustrate the methods, an analysis process has been performed on pilot survey data and a preliminary ontology-based knowledge model has been developed, that provides the necessary vocabulary to express the findings on tourist marketing. The results showed that the proposed methods are able to extract useful and reusable knowledge, applicable to marketing decision support in the tourist domain. Future work is planned towards the full development of a specialized Tourist Decision Support System.
Description: Δημοσιεύσεις μελών--ΣΔΟ-Τμήμα Εμπορίας και Διαφήμισης, 2012
URI: http://195.251.240.227/jspui/handle/123456789/4468
Other Identifiers: http://www.mkt.teithe.gr/dankman/downloads/ICCMI_2012.pdf
Appears in Collections:Δημοσιεύσεις σε Περιοδικά

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