ADVERTISING DATA ANALYSIS USING ROUGH SETS MODEL

Ashwani Kumar (), D. P. Agrawal () and S. D. Joshi ()
Additional contact information
Ashwani Kumar: IT and Systems, Indian Institute of Management, Lucknow, Off Sitapur Road, Lucknow — 226013, India
D. P. Agrawal: Union Public Services Commission, (Former Director, ABV-Indian Institute of Information, Technology and Management, Gwalior), Dholpur House, Shahjahan Road, New Delhi, India
S. D. Joshi: Department of Electrical Engineering, Indian Institute of Technology, Delhi, India

International Journal of Information Technology & Decision Making (IJITDM), 2005, vol. 04, issue 02, 263-276

Abstract: This study explores the use of rough-set methods for marketing decision support systems in the retail business. A tutorial presentation of Rough Set Data Analysis (RSDA) in the context of knowledge discovery from time series databases is given. We show how an RSDA model can be used to develop a marketing decision support system which can capture the complex relationships between marketing factors, such as advertising and promotion, and the total impact on sales levels in order to find influential advertising strategies. This information is used by the business manager to make faster and better strategy decisions for the business to survive in the rapidly changing and competitive environments. The data set used for RSDA application example contains weekly investments in different media categories: TV, radio, cinema, morning press, evening press, popular press, special interest press, and outdoor posters; for seven makes of cars in the Swedish market.

Keywords: Advertising; strategy; decision-making; forecasting; promotion; sales forecasting; time series; knowledge discovery; rough sets; decisions under uncertainty; marketing decision support system (search for similar items in EconPapers)
Date: 2005
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0219622005001490
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijitdm:v:04:y:2005:i:02:n:s0219622005001490

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0219622005001490

Access Statistics for this article

International Journal of Information Technology & Decision Making (IJITDM) is currently edited by Yong Shi

More articles in International Journal of Information Technology & Decision Making (IJITDM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().