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- Title
STUDY REGARDING THE EVOLUTION OF THE WAY IN WHICH DATA ANALYSIS SOFTWARE TOOLS ARE USED IN MARKETING ACTIVITY BY THE WESTERN ROMANIAN COMPANIES.
- Authors
Ţarcă, Naiana; Popa, Adela
- Abstract
Marketing activities involve the use of large amounts of information. In order to be used effectively in decision making, they must be processed, presented in a form suitable and properly analyzed. The most complex and difficult problems are related to marketing activities because marketing is the interface between the company and the market. A large amount of new information are available during the continuous changes which take place on the different markets, so that quick decisions are necessary, the deliberation and analyzing time continuously decreasing. One of the most important concerns in software domain was to create powerful data analysis software tools for marketers, tools which can be used when situation must be analyzed and decision must be taken. There are low-end tools for data analysis, which enabling simple database querying and can be found in the majority of the spreadsheet software. These tools are useful for employees who need a quick-reference of the databases information.More powerful tools are available, for multidimensional analysis, through which data can be more efficiently used, both at the strategic and technical levels.Data mining techniques allow information analyzing and their results use as decisional supports. The companies may successfully use data mining techniques without expend too much for hardware and software because data mining may also be applied to a large range of data structures, such as relational databases, transactional databases, object-oriented databases, data warehouses. The paper presents a study about the evolution of the way in which the western Romanian companies use the data analysis software tools. For this study we used the results of a research conducted in year 2009 and we conducted a new research in this year. From the survey it was noted that the majority of companies use low-end instruments, which only offers simple querying results. In the same period the number of companies which use Microsoft Excel for data analysis have slightly increased. The interest for using data mining tools increased rather less. So, a lot of companies are suffering a lack of information, information that should help them better understand the clients and products' behavior on the market.
- Subjects
DATA analysis software; SPREADSHEET software; DECISION making
- Publication
Annals of the University of Oradea, Economic Science Series, 2016, Vol 25, p101
- ISSN
1222-569X
- Publication type
Abstract