Image data analysis and classification in marketing

Daniel Baier (), Ines Daniel (), Sarah Frost () and Robert Naundorf ()

Advances in Data Analysis and Classification, 2012, vol. 6, issue 4, 253-276

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

Keywords: Image data analysis, Image classification, Market segmentation, 62H30 Classification and discrimination; cluster analysis, 62H35 Image analysis, 90B60 Marketing, advertising, 91D30 Social networks, 68T10 Pattern recognition, speech recognition, (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11634-012-0116-0

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