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Image data analysis and classification in marketing

Author

Listed:
  • Daniel Baier

    ()

  • Ines Daniel

    ()

  • Sarah Frost

    ()

  • Robert Naundorf

    ()

Abstract

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. Copyright Springer-Verlag Berlin Heidelberg 2012

Suggested Citation

  • Daniel Baier & Ines Daniel & Sarah Frost & Robert Naundorf, 2012. "Image data analysis and classification in marketing," Advances in Data Analysis and Classification, Springer;German Classification Society - Gesellschaft für Klassifikation (GfKl);Japanese Classification Society (JCS);Classification and Data Analysis Group of the Italian Statistical Society (CLADAG);International Federation of Classification Societies (IFCS), vol. 6(4), pages 253-276, December.
  • Handle: RePEc:spr:advdac:v:6:y:2012:i:4:p:253-276
    DOI: 10.1007/s11634-012-0116-0
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    References listed on IDEAS

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    1. Ahmed Albatineh & Magdalena Niewiadomska-Bugaj, 2011. "Correcting Jaccard and other similarity indices for chance agreement in cluster analysis," Advances in Data Analysis and Classification, Springer;German Classification Society - Gesellschaft für Klassifikation (GfKl);Japanese Classification Society (JCS);Classification and Data Analysis Group of the Italian Statistical Society (CLADAG);International Federation of Classification Societies (IFCS), vol. 5(3), pages 179-200, October.
    2. Buckinx, Wouter & Van den Poel, Dirk, 2005. "Customer base analysis: partial defection of behaviourally loyal clients in a non-contractual FMCG retail setting," European Journal of Operational Research, Elsevier, vol. 164(1), pages 252-268, July.
    3. repec:eee:joreco:v:17:y:2010:i:3:p:173-180 is not listed on IDEAS
    4. Lawrence Hubert & Phipps Arabie, 1985. "Comparing partitions," Journal of Classification, Springer;The Classification Society, vol. 2(1), pages 193-218, December.
    5. N. Lesca, 2011. "Introduction," Post-Print halshs-00640604, HAL.
    6. C. Dominguez-Pery, 2011. "Introduction," Post-Print halshs-00740570, HAL.
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    1. repec:spr:advdac:v:12:y:2018:i:1:d:10.1007_s11634-017-0282-1 is not listed on IDEAS

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