Title DATA MINING U ISTRAŽIVANJU TRŽIŠTA
Title (english) Data mining in market research
Author Martin Vučković
Mentor Predrag Čudina (mentor)
Committee member Sanja Rocco (predsjednik povjerenstva)
Committee member Neven Šipić (član povjerenstva)
Granter Zagreb School of Business Zagreb
Defense date and country 2018-07-23, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics General Economy
Abstract U složenim organizacijama, gdje se odluke donose na dnevnoj bazi, jedan od primarnih faktora za učinkovitost i konkurentnost je, sposobnost donošenja odluka. Bilo da se radi o više ili manje važnim odlukama, dugotrajnog ili kratkotrajnog učinka, donošenje odluka može uključivati ljude na različitim hijerarhijskim razinama. U procesu donošenja odluka izabiremo jedan tip djelovanja između više opcija. Većina odluka se donosi koristeći jednostavne i intuitivne metode, koje uzimaju u obzir specifične elemente kao što su iskustvo, znanje i dostupne informacije.
U današnjim organizacijama, koje su uvelike izložene nestabilnim uvjetima i učestalim brzim gospodarskim promjenama, procesi odlučivanja su često dinamični i presloženi te zahtijevaju stroži pristup koji će se temeljiti na analitičkim metodama i matematičkim modelima.
Osnovni cilj završnog rada je teorijski analizirati važnost programskih rješenja koja uvelike doprinose u procesu podrške u donošenju racionalnih odluka u organizacijama, s naglaskom na Data Mining, kao jedne od najučinkovitijih metoda za otkrivanje znanja.
Rad će se sastojati od pet poglavlja. U uvodnom poglavlju će se definirati predmet i cilj rada, izvori i metode prikupljanja podataka te sadržaj i struktura rada. Drugo poglavlje će općenito analizirati pojam Data Mining-a. Počevši od definicijskog okvira, analizirat će se i sam nastanak koncepta, biti će sprovedena usporedba sa tradicionalnim statističkim modelima, te će se obraditi infrastruktura potrebna za upotrebu. Treće poglavlje će obraditi procesne faze, te tehnike i metode koje se koriste u samom procesu. Četvrto, središnje poglavlje, će konkretno obraditi područja gdje se primjenjuje koncept Data Mining-a i obradit će se programi za korištenje. U završnom poglavlju, predstavit će se zaključni rezultat cjelokupnog rada.
Abstract (english) In complex organizations, where decisions are made on daily basis, one of the primary factors for effectiveness and competitiveness, is ability to make a decision. Whether is about more or less important decisions, long term or short term effect, to reach a decision can include people at different levels of hierarchy. In a process of reaching decisions we choose one type of action between more options. Most of the decisions are reached by using simple and intuitively methods and having a consideration for specific elements such as experience, knowledge and available information.
In modern organizations, who are exposed to unstable conditions and frequent and fast economical changes, processes of making a decisions are often complicated and dynamic, so they demand strict approach which will be based on analytic methods and mathematical models.
The main goal of this Final paper is to analyze in theory, the importance of program solutions which contribute in process of support in reaching of rational decisions in organizations, with an accent on Data Mining as one of the most successful method for knowledge discover.
This Final consists five chapters. In Introduction chapter I will define the subject and the goal of paper, sources and methods of collecting information as well as the content and structure.
Second chapter will analyze Data Mining in general. Starting with definition, I will analyze the beginning of concept, I will compare it with traditional statistical models, and infrastructure needed for to use it, will be processed.
Third chapter will analyze phases of process, tehniques and methods which are used in process itself.
Fourth chapter, the main one, will process in exact way, the areas where Data Mining concept is used and will analyze programs for using it.
In the last chapter, I will introduce you with the conclusion of this Final paper.
Keywords
rudarstvo podataka
informacije
mining
obrada podataka
prikupljanje podataka
analiza
procesi
Keywords (english)
data mining
informations
data
data processing
data extraction
analysis
processes
Language croatian
URN:NBN urn:nbn:hr:180:009628
Study programme Title: Marketing and communication management Study programme type: professional Study level: specialist graduate Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2018-07-24 09:35:23