Image data analysis and classification in marketing. (English) Zbl 1256.62003

Summary: 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.


62-07 Data analysis (statistics) (MSC2010)
90B60 Marketing, advertising
62-04 Software, source code, etc. for problems pertaining to statistics
62H30 Classification and discrimination; cluster analysis (statistical aspects)
62H35 Image analysis in multivariate analysis
65C60 Computational problems in statistics (MSC2010)
Full Text: DOI


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