Census Survey Data Analysis
Census and survey data analysis is vital part of modern day government and
business activities. Normally, census is taken from a population,
whereas survey is conducted on a sub-population. One common feature is
that they often consist of many variables. Quantitative
marketing research
and socio-economic research survey data typically consist of dozens of
questionnaires containing numerous demographic, geographic, and psychographic information.
Combinational Factor Analysis and Combinatorial Blowout!
It is common to see census and survey data consisting of many variables.
Generally, more survey questions means more information to analyze.
In conventional methods, analysts use visualization and statistical
reporting tools. These tools can work on only a few variables at a time.
When applied to data with many variables, the numbers of cases to be examined
grow combinatorially to the numbers of variables.
Therefore, thorough systematic accurate analysis of such data is all but
impossible. General practice is to examine only variable combinations
what experts think promising. However, intuition can omit important trends
and patterns emerging. Better ways are needed for timely
thorough systematic analysis! Hotspot analysis described in the following
section can overcome this limitation.
Hotspot Profiling Analysis
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Hotspot Analysis drills-down data systematically and
detects important relationships, co-factors, interactions, dependencies and
associations amongst many variables and values accurately using
Artificial Intelligence techniques, and generate profiles of most interesting segments.
This provides analysts accurate mapping of most interesting segments
which is hotspots. It is noted
that Hotspot Analysis is a new generation tool that will revolutionize conventional
statistical analytic processes.
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The following figure shows an example of hotspot analysis output. Top-left is hotspot
drill-down tree. Top-right shows detailed statistics of hotspots selected.
Bottom left and right provide lift factor analysis.
For more information, click Hot spot Analysis.
Hotspot is a main feature of CMSR Data Miner.
Download is available from Data Mining Software.
Drill-down Segmentation Analysis - Decision tree
Decision tree divides populations into smaller segments repeatedly.
At each node, it selects a single variable in such a way that values of
the variable boost proportions of a largest categorical value
in each resulting segments. For marketing survey analysis, this can
lead to segmentation that maximizes the proportion of positive
marketing responses.
For more,
read Decision Tree Software.
Interviewer Falsification and Detection
Survey is very important part of scientific and marketing research.
When survey responses are collected with falsified information,
the consequence is very damaging. Survey falsification
can occur if interviewers do not collect information as described
by survey designers. To assure that collected survey data do not
cotain falsified information, identification of falsified survey
data is required. For more, please read
Interviewer Falsification.
Census and Marketing
National census includes various demographic and psychographic
information on residents of geographical segments: median income, age, education, and so on.
Census summary data can be used for marketing purposes.
Census summary data are available from;
For more about how cesus data can be used in marketing, read on;
- Database Marketing.
- Direct Mail Marketing.
- Geographic Segmentation.
Thorough Systematic Accurate Analysis
The benefit that Hotspot analysis provides is that thorough systematic accurate analysis
is possible instantaneously. This frees analysts from time-consuming statistical analysis
processes and allows them to focus on interpretation of hotspots identified.
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Rosella
Machine Intelligence & Data Mining
