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.
Table of Contents
1. What Is Data Mining?
2. Traditional Methods of Data Mining.
3. Data-Adaptive Methods.
4. Text Mining.
5. And In Conclusion.
