Positioning analysis using knowledge-based support |
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| Authors: | Daniel Baier Wolfgang Gaul Frank Wartenberg |
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| Affiliation: | (1) Institute of Decision Theory and Operations Research, University of Karlsruhe, D-76128 Karlsruhe, Germany |
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| Abstract: | We present knowledge-based support for positioning analysis applications. It is shown how knowledge about user wishes, positioning analysis objectives, and the input/output behavior of methods can be combined in order to provide substantial support for the analysis of survey data. We describe how such knowledge is represented and processed in the knowledge-based marketing data analysis system WIMDAS-PS (WIssensbasiertes Marketing-DatenAnalyse-System zur Positionierungs-und Segmentierungsanalyse) and use a sample consultation session for demonstration purposes. |
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| Keywords: | Knowledge-based support marketing and market research positioning analysis |
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