Business

For Data Mining courses and Marketing Research courses in the Business School, Computer Science department.

This conceptual introduction to data mining within the context of business and marketing research provides a uniquely balanced approach that is neither too technical nor too management oriented. Using worked examples and business case studies, the text answers these four questions: why is data mining important to business and marketing research; how is data mining different from other types of research; what do we learn from data mining; and how do we do data mining? An excellent primer for upper-level courses in Business, Computer Science and Statistics.

• Accessible introductory approach—To the statistical procedures and computer algorithms involved in data mining.

  • Provides students with a non-technical introduction to the field with minimal technical.

• Real business case study based.

  • Provides students with real business data. Provides instructors with data-based cases for classroom demonstrations and class assignments.

• Balanced view of the role of data mining in business and marketing research—i.e. Compares modern, data-adaptive methods with traditional methods, reviewing the advantages and disadvantages of both.

• Relevance of data mining.

  • Shows students how data mining can provide useful information to business and marketing managers.

• Concise yet complete.

  • Provides students with just the right amount of information to supply an adequate management introduction without overwhelming them by details.

• First book to include “Text Mining” topic.

  • Shows students how and why of text data organization and extraction.

• Examples based on year 2000 long-form census data.

  • Shows how to use a variety of data sources, both primary and secondary, in business and marketing research.

1. What Is Data Mining?


2. Traditional Methods of Data Mining.


3. Data-Adaptive Methods.


4. Text Mining.


5. And In Conclusion.

Graduate Marketing Research [CORE TEXTS] (Marketing)
Marketing Research [CORE TEXTS] (Marketing)
Data Mining [CORE TEXTS] (MIS)
Data Mining (Computer Science)
Direct Marketing [CORE TEXTS] (Marketing)

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To learn how a company can grow their business by harnessing more information, you need Data and Text Mining.

Inside this book you will find a manager's introduction to Data and Text Mining. The emphasis is on business data, including information about firms and markets, products and prices, supplier actions and buyer responses. By focusing on business applications such as customer relationship management, database marketing, market segmentation, sales forecasting, and more, you'll be shown just, how Data and Text Mining results can be used to guide business decision making.

Written in a non-technical, non-mathematical style, this book is an excellent tool for any course where learning to make decisions based on real data is important!

View a Sample Chapter PDF:

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Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students, contact your Pearson Higher Education representative for pricing and ordering information.

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students contact your Pearson Higher Education representative.