Journal
ADVANCES IN DATA ANALYSIS AND CLASSIFICATION
Volume 6, Issue 4, Pages 253-276Publisher
SPRINGER HEIDELBERG
DOI: 10.1007/s11634-012-0116-0
Keywords
Image data analysis; Image classification; Market segmentation
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Funding
- German Federal Ministry of Education and Research [FKZ 03FO3072]
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Nowadays, the diffusion of smartphones, tablet computers, and other multipurpose equipment with high-speed Internet access makes new data types available for data analysis and classification in marketing. So, e.g., it is now possible to collect images/snaps, music, or videos instead of ratings. With appropriate algorithms and software at hand, a marketing researcher could simply group or classify respondents according to the content of uploaded images/snaps, music, or videos. However, appropriate algorithms and software are sparsely known in marketing research up to now. The paper tries to close this gap. Algorithms and software from computer science are presented, adapted and applied to data analysis and classification in marketing. The new SPSS-like software package IMADAC is introduced.
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