Data mining refers to

Multiple Choice

• the use of information derived solely from unsolicited sources such as customer complaints or complements.

• obtaining information about a competitor and its products for use by ones own firm.

• a branch of marketing specializing in obtaining both objective and subjective data to be used by other companies or organizations.

• the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.

• any form of electronically generated market research.