Data, Expert Knowledge and Decisions: An Interdisciplinary Approach with Emphasis on Marketing Applications

ISBN-13: 9783642734915 / Angielski / Miękka / 2012 / 380 str.

Wolfgang A. Gaul; Martin Schader

Opis

Cross-disciplinary research on how computer-assisted decision making can be supported by sophisticated data analysis techniques and recent developments in knowledge-based systems research are described in this volume, with emphasis on marketing applications. Aspects dealt with include market-share analysis (spreadsheet based), media planning, stochastic market modelling, marketing data analysis and new product introduction management (all knowledge-based, partly using PROLOG). These contributions emphasize links between decision support, expert knowledge research and marketing. Other application areas are debt and credit management and personnel disposition (KEE based), portfolio management (PROLOG based) and vehicle scheduling. Concrete interconnections between data analysis and marketing can be seen in the contributions on classification and unfolding of market data, market segmentation by forced classification, conjoint analysis applications, ideal point product mapping, MDS in telecommunications pricing and multi-mode marketing data evaluations.

Spis treści

1 Introduction.- Characterization of Research Papers by Data Analysis Techniques.- The Interface Among Data Analysis, Marketing, and Representation of Knowledge.- 2 Decision Support for Marketing Problems.- PROLOG-Based Decision Support for Data Analysis in Marketing.- Market-Share Analysis: Communicating Results Through Spreadsheet-Based Simulators.- A PROLOG-Based PC-Implementation for New-Product Introduction.- Exploring the Possibilities of an Improvement of Stochastic Market Models by Rule-Based Systems.- The Development of a Knowledge Based Media Planning System.- 3 Decision Support Systems, Knowledge Representation, Applications other than Marketing.- KREDIT: KEE-Based Support for Credit Decisions in a Mail-Order Firm.- A Decision Support System for Vehicle Scheduling in Public Transport.- Developing a Decision Support System for Personnel Disposition in a Garage —Experiences Using the KEE Shell.- MIDAS: An Expert Debt Management Advisory System.- Incorporating Knowledge in Decision Support Systems.- Statistical Structures for Analyzing Time-Dependent Observations.- Data Analysis and Expert Systems: Generating Rules from Data.- Fuzzy Reasoning for Classification: An Expert System Approach.- OPTRAD: A Decision Support System for Portfolio Management in Stock and Options Markets.- Decision Support for Qualitative Data Analysis—KEE Shell Linked to FORTRAN Programs.- 4 Data Analysis and Marketing.- Marketing Application of Sequencing and Partitioning of Nonsymmetric and/or Two-Mode Matrices.- Multidimensional Scaling in Marketing Research: An Illustrative Application to a Telecommunications Pricing Problem.- Inferring an Ideal-Point Product-Market Map from Consumer Panel Data.- An Individual Importance Weights Model for Conjoint Analysis.- Dominated Options in Consumer Tradeoff Modeling: Is Their Occurrence Recognized?.- Market Segmentation by Dual Scaling Through Generalized Forced Classification.- Asymmetric Multidimensional Scaling of Car Switching Data.- Evolving Principal Clusters: Theory and Application to Management Monitoring.- The Importance of Unidimensional Unfolding for Marketing Research.- 5 Data Analysis.- The Effect of Measurement Error on Determining the Number of Clusters in Cluster Analysis.- On the Use of Simulated Annealing for Combinatorial Data Analysis.- Some Thoughts on Comparing Multivariate Data with the Map Locations at which they are Observed.- Classification of Microcomputers and Marketing Interpretation.- Second Order Regression and Distance Analysis.