A Process Mining Framework for Addressing Challenges of Marketing Research
  •   آرشیو : نسخه زمستان 1395
  •   کد پذیرش : 11351
  •   موضوع : سایر شاخه ها
  • نویسنده/گان : Fatemeh Eshghi, Mohammad Taghipour
  •   زبان : فارسی
  •   نوع مقاله : پژوهشی
  •   چکیده مقاله به فارسی :
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  •   کلمات کلیدی به فارسی :
  •   چکیده مقاله به انگلیسی : In today's fast-paced business environment, marketing research is vital for companies seeking to succeed. By systematically collecting and analyzing customer preferences, market trends, and competitive dynamics, companies can make informed decisions related to customer needs and expectations [18]. Companies that prioritize marketing research are better able to understand market conditions, reduce associated risks, successfully launch, and ultimately achieve sustainable growth. Process mining is a data-driven approach that combines model-based process analysis with data-oriented analysis techniques. It provides deep insights into processes and an understanding of how to improve them. This research applies a data mining framework for marketing research, enabling companies to identify new opportunities, refine their marketing strategies, and enhance product offerings, leading to increased customer satisfaction and loyalty. This research, through a science approach, proposes a framework for applying process mining to the marketing research process. This study represents a step toward gaining a better understanding of the real-world marketing research process.
  •   کلمات کلیدی به انگلیسی : Scientific Workflows, Marketing Research, Process Mining, Market Trend, Customer Satisfaction
  •  صفحات : 1-11
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