Many consumers buy soft drinks and potato chips together when they shop at a grocery, convenience, or mass merchandiser store. But when querying its marketing information system (MIS), one convenience store discovered that when consumers bought a sandwich, many also purchased toothpaste. This information was obtained from checkout scanner data from its stores nationwide. This convenience store used __________ to extract this hidden information from its MIS to find the statistical link between the two product categories.
A)linear trend extrapolation
B)heuristic modeling
C)data mining
D)descriptive research
E)RFID data

Question

Quizplus · Accepted Answer

The convenience store used data mining techniques to extract hidden information from its MIS using checkout scanner data from its stores nationwide. Data mining is a process of extracting hidden patterns and knowledge from large data sets, and it is widely used in marketing research to find statistical links between different product categories or consumer behaviors. Linear trend extrapolation and heuristic modeling are not relevant in this context, and RFID data is not mentioned in the scenario. Descriptive research can provide basic information about consumer behaviors, but it cannot reveal hidden patterns that require sophisticated analysis techniques like data mining.

Many Consumers Buy Soft Drinks and Potato Chips Together When