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Article
Publication date: 12 June 2007

AnneMarie Scarisbrick‐Hauser

This paper discusses the role and importance of data analysis and data mining within the context of direct marketing.

Abstract

Purpose

This paper discusses the role and importance of data analysis and data mining within the context of direct marketing.

Design/methodology/approach

The paper considers some of the prominent data analysis and data mining issues related to direct marketing. It has been designed to make those involved in direct marketing activities more cognizant of potential competitive advantages, and possible pitfalls, in the areas of data collection, analysis, and mining.

Findings

In order to be effective and successful, both strategically and tactically, a comprehensive data collection and analysis strategy must be incorporated into all aspects of direct marketing activities. This is illustrated through anecdotal evidence, industry sources, real‐life/real‐time examples, and a framework that can be employed by firms of any size.

Originality/value

The underlying value of the paper is that, beyond showing the importance of efficiently employing both existing and future data into the operational activities of direct marketing firms, it also provides guidelines as to how individual firms can establish a culture that enables the firm to use data as a means of leveraging competitive advantage resulting in increased growth and revenues.

Details

Direct Marketing: An International Journal, vol. 1 no. 2
Type: Research Article
ISSN: 1750-5933

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Research-practice Partnerships for School Improvement: The Learning Schools Model
Type: Book
ISBN: 978-1-78973-571-0

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Book part
Publication date: 14 September 2020

Jim Crawley

Abstract

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Completing Your EdD: The Essential Guide to the Doctor of Education
Type: Book
ISBN: 978-1-78973-563-5

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Book part
Publication date: 1 January 2005

Naresh K. Malhotra, Betsy Rush Charles and Can Uslay

Abstract

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Book part
Publication date: 5 December 2007

Jane Forman and Laura Damschroder

Content analysis is a family of systematic, rule-guided techniques used to analyze the informational contents of textual data (Mayring, 2000). It is used frequently in…

Abstract

Content analysis is a family of systematic, rule-guided techniques used to analyze the informational contents of textual data (Mayring, 2000). It is used frequently in nursing research, and is rapidly becoming more prominent in the medical and bioethics literature. There are several types of content analysis including quantitative and qualitative methods all sharing the central feature of systematically categorizing textual data in order to make sense of it (Miles & Huberman, 1994). They differ, however, in the ways they generate categories and apply them to the data, and how they analyze the resulting data. In this chapter, we describe a type of qualitative content analysis in which categories are largely derived from the data, applied to the data through close reading, and analyzed solely qualitatively. The generation and application of categories that we describe can also be used in studies that include quantitative analysis.

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Empirical Methods for Bioethics: A Primer
Type: Book
ISBN: 978-0-7623-1266-5

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Book part
Publication date: 20 October 2015

Michael Preece

This research explores perceptions of knowledge management processes held by managers and employees in a service industry. To date, empirical research on knowledge…

Abstract

This research explores perceptions of knowledge management processes held by managers and employees in a service industry. To date, empirical research on knowledge management in the service industry is sparse. This research seeks to examine absorptive capacity and its four capabilities of acquisition, assimilation, transformation and exploitation and their impact on effective knowledge management. All of these capabilities are strategies that enable external knowledge to be recognized, imported and integrated into, and further developed within the organization effectively. The research tests the relationships between absorptive capacity and effective knowledge management through analysis of quantitative data (n = 549) drawn from managers and employees in 35 residential aged care organizations in Western Australia. Responses were analysed using Partial Least Square-based Structural Equation Modelling. Additional analysis was conducted to assess if the job role (of manager or employee) and three industry context variables of profit motive, size of business and length of time the organization has been in business, impacted on the hypothesized relationships.

Structural model analysis examines the relationships between variables as hypothesized in the research framework. Analysis found that absorptive capacity and the four capabilities correlated significantly with effective knowledge management, with absorptive capacity explaining 56% of the total variability for effective knowledge management. Findings from this research also show that absorptive capacity and the four capabilities provide a useful framework for examining knowledge management in the service industry. Additionally, there were no significant differences in the perceptions held between managers and employees, nor between respondents in for-profit and not-for-profit organizations. Furthermore, the size of the organization and length of time the organization has been in business did not impact on absorptive capacity, the four capabilities and effective knowledge management.

The research considers implications for business in light of these findings. The role of managers in providing leadership across the knowledge management process was confirmed, as well as the importance of guiding routines and knowledge sharing throughout the organization. Further, the results indicate that within the participating organizations there are discernible differences in the way that some organizations manage their knowledge, compared to others. To achieve effective knowledge management, managers need to provide a supportive workplace culture, facilitate strong employee relationships, encourage employees to seek out new knowledge, continually engage in two-way communication with employees and provide up-to-date policies and procedures that guide employees in doing their work. The implementation of knowledge management strategies has also been shown in this research to enhance the delivery and quality of residential aged care.

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Sustaining Competitive Advantage Via Business Intelligence, Knowledge Management, and System Dynamics
Type: Book
ISBN: 978-1-78560-707-3

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Book part
Publication date: 7 October 2015

Azizah Ahmad

The strategic management literature emphasizes the concept of business intelligence (BI) as an essential competitive tool. Yet the sustainability of the firms’ competitive…

Abstract

The strategic management literature emphasizes the concept of business intelligence (BI) as an essential competitive tool. Yet the sustainability of the firms’ competitive advantage provided by BI capability is not well researched. To fill this gap, this study attempts to develop a model for successful BI deployment and empirically examines the association between BI deployment and sustainable competitive advantage. Taking the telecommunications industry in Malaysia as a case example, the research particularly focuses on the influencing perceptions held by telecommunications decision makers and executives on factors that impact successful BI deployment. The research further investigates the relationship between successful BI deployment and sustainable competitive advantage of the telecommunications organizations. Another important aim of this study is to determine the effect of moderating factors such as organization culture, business strategy, and use of BI tools on BI deployment and the sustainability of firm’s competitive advantage.

This research uses combination of resource-based theory and diffusion of innovation (DOI) theory to examine BI success and its relationship with firm’s sustainability. The research adopts the positivist paradigm and a two-phase sequential mixed method consisting of qualitative and quantitative approaches are employed. A tentative research model is developed first based on extensive literature review. The chapter presents a qualitative field study to fine tune the initial research model. Findings from the qualitative method are also used to develop measures and instruments for the next phase of quantitative method. The study includes a survey study with sample of business analysts and decision makers in telecommunications firms and is analyzed by partial least square-based structural equation modeling.

The findings reveal that some internal resources of the organizations such as BI governance and the perceptions of BI’s characteristics influence the successful deployment of BI. Organizations that practice good BI governance with strong moral and financial support from upper management have an opportunity to realize the dream of having successful BI initiatives in place. The scope of BI governance includes providing sufficient support and commitment in BI funding and implementation, laying out proper BI infrastructure and staffing and establishing a corporate-wide policy and procedures regarding BI. The perceptions about the characteristics of BI such as its relative advantage, complexity, compatibility, and observability are also significant in ensuring BI success. The most important results of this study indicated that with BI successfully deployed, executives would use the knowledge provided for their necessary actions in sustaining the organizations’ competitive advantage in terms of economics, social, and environmental issues.

This study contributes significantly to the existing literature that will assist future BI researchers especially in achieving sustainable competitive advantage. In particular, the model will help practitioners to consider the resources that they are likely to consider when deploying BI. Finally, the applications of this study can be extended through further adaptation in other industries and various geographic contexts.

Details

Sustaining Competitive Advantage Via Business Intelligence, Knowledge Management, and System Dynamics
Type: Book
ISBN: 978-1-78441-764-2

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Article
Publication date: 14 October 2019

Shu-hsien Liao and Yi-Shan Tasi

In the retailing industry, database is the time and place where a retail transaction is completed. E-business processes are increasingly adopting databases that can obtain…

Abstract

Purpose

In the retailing industry, database is the time and place where a retail transaction is completed. E-business processes are increasingly adopting databases that can obtain in-depth customers and sales knowledge with the big data analysis. The specific big data analysis on a database system allows a retailer designing and implementing business process management (BPM) to maximize profits, minimize costs and satisfy customers on a business model. Thus, the research of big data analysis on the BPM in the retailing is a critical issue. The paper aims to discuss this issue.

Design/methodology/approach

This paper develops a database, ER model, and uses cluster analysis, C&R tree and the a priori algorithm as approaches to illustrate big data analysis/data mining results for generating business intelligence and process management, which then obtain customer knowledge from the case firm’s database system.

Findings

Big data analysis/data mining results such as customer profiles, product/brand display classifications and product/brand sales associations can be used to propose alternatives to the case firm for store layout and bundling sales business process and management development.

Originality/value

This research paper is an example to develop the BPM of database model and big data/data mining based on insights from big data analysis applications for store layout and bundling sales in the retailing industry.

Details

Business Process Management Journal, vol. 25 no. 7
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 11 November 2019

Nicholas Burton and Peter Galvin

The purpose of this paper is to present a qualitative research method using oral history interview data that may advance new types of methodological inquiry in management…

Abstract

Purpose

The purpose of this paper is to present a qualitative research method using oral history interview data that may advance new types of methodological inquiry in management and organisation history research.

Design/methodology/approach

The method, the authors present, combines matrix and template analysis using oral histories from unstructured interviews with 31 senior managers in the UK individual personal pensions product market to illuminate how the construction of “matrices” and “templates” can then be compared and contrasted across different time periods, and at different units of analysis, to analyse complex temporal data.

Findings

The authors highlight the veracity of a combination of template and matrix analysis for researchers handling management and organisation history data.

Originality/value

Elaborations of new research methodologies suitable for handling historical data remain few and far between. The proposed method offers a new approach for handing temporal textual data.

Details

Qualitative Research in Organizations and Management: An International Journal, vol. 14 no. 4
Type: Research Article
ISSN: 1746-5648

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Article
Publication date: 29 November 2019

Tae-Young Kim, Ju-Yeon Gang and Hyo-Jung Oh

This study explored spatial usage of a public library based on activity logs produced by real users. The purpose of this paper is to provide preliminary data for…

Abstract

Purpose

This study explored spatial usage of a public library based on activity logs produced by real users. The purpose of this paper is to provide preliminary data for decision-making when establishing the library operation policy.

Design/methodology/approach

To achieve the goal, the author collected a variety of data including 274,242 seat reservations logs, 3,361,284 collection usage logs, and 96,098 user information for the four years in which the National Library of Korea, Sejong actually operated. The crawled data were analyzed statistically in terms of demography, month, day of week, time of day and room by room. The author conducted additional in-depth analysis according to the external factors such as weather or social demographic environment. Finally, the author discussed several issues and verified feasibility of the proposals to support decision-making in operating a library in conclusion with a secondary librarian interview.

Findings

The usage rate in all the spaces of the National Library of Korea, Sejong, has been increasing since its opening, and, in particular, the usage rate increases sharply in January, February, July and August. In addition, the usage rate during weekends was higher than that during weekdays, and all the four spaces had a high usage rate during the afternoon. These results seem to be related to weather, users’ life pattern, users’ age, and position of PCs and seats. Based on the circulation logs analysis of children’s collections, users in their 10s and 40s showed the same space usage pattern.

Originality/value

This study has significance in that it attempted to analyze logs produced by real users during the actual library operation period, which has not been frequently attempted in the previous studies on libraries. The findings will be provided as basic data to support decision-making for efficient operation of libraries.

Details

Library Hi Tech, vol. 38 no. 3
Type: Research Article
ISSN: 0737-8831

Keywords

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