P/EI/40. Masters Dissertation + Proposal. The role and perspectives of Data Mining in data base market.

This dissertation work pursues its aim to demonstrate the value and significance of data mining for business, comparing with other traditional data collection methods. For this, the following objectives were achieved in this work: the data mining theories and practices were introduced, consumer attitudes towards data mining were highlighted, alternatives to data mining were presented and the development of permission market was evaluated. In the primary research (literature review), the connection with Database Marketing and direct marketing was defined, thus the customer orientation approach was evaluated throughout the work. Tools, advantages and disadvantages for data mining were discussed. The marketing strategy for data mining was also evaluated, as the way to increase the competitive advantage. The secondary research was performed through interviews and questionnaires. To understand the consumer perspective, two survey samples were used: university students and general members of public, and the public using data mining and not using data mining. After evaluating the findings and discussing them, the author concludes about the connection between the awareness and the use of data mining by public. The growth stage of data mining was described, as it began to develop; the mature stage was characterized and the decline stage was predicted, with the account for odds in the marketing strategies. Finally, the recommendations for extension strategies were given to prevent data mining from declining stage.