Abstract
In this contribution, we will show how empirically collected field data for a market research application are refined in a stepwise manner and enriched into end-user market reports and charts. The collected data are treated by selections, transformations, enrichments, and aggregations to finally derive new market knowledge from the raw data material. Besides data-oriented aspects, process- and organization-related aspects have to be considered as well to ensure the required product quality for GfK Marketing Services’ customers, which have known GfK for decades as a top-10 player in the international market research area. Based on an ongoing example from the panel-based Retail & Technology application domain, we will show how de-centrally collected and pre-processed data are transformed into integrated, global market knowledge in a network of world-wide companies.
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Ruf, T., Kirsche, T. (2005). Data Refinement in a Market Research Applications’ Data Production Process. In: Härder, T., Lehner, W. (eds) Data Management in a Connected World. Lecture Notes in Computer Science, vol 3551. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11499923_16
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DOI: https://doi.org/10.1007/11499923_16
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