Intelligent information deriving using network panel data management system in marketing research

Abstract

A variety of research surveys have been conducted to make the right decisions, to offer insights into necessary changes, and to find new opportunities. The most of them, however, perform just one-time analysis (i.e. cross-sectional analysis) and the intelligent use of accumulated survey researches have hardly been investigated so far. In this study, we propose a very effective marketing research system called the network panel data management system (NPDMS). To compare the different questionnaires, NPDMS transforms all different survey form into the standard form consisting of common mandatory questions. NPDMS finds the most similar marketing research survey and panel among different marketing researches and performs the longitudinal study of loyal/disloyal customer groups. In this study, we developed a web-based NPDMS and demonstrated its effectiveness through its application to research survey data of a Korean research company. (c) 2008 Elsevier Ltd. All rights reserved.