Анализ на проучването на пазара и изследването на потребителско поведение чрез обработка на големи данни
Analysis of Market Research and Consumer Behavior Studies through Big Data Processing

Author(s): Svetla Stoynova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: big data; market research; consumer behavior; statistical analysis; digital technologies
Summary/Abstract: This report examines modern approaches to market research and consumer behavior analysis by combining classical statistical methods with big data processing technologies. In the context of accelerated digitalization and the growing volume of information, it is necessary to develop integrated analytical solutions that merge the reliability of traditional statistics with the innovations of modern technology. The report presents key methods for collecting, processing, and interpreting market information, with a particular focus on the role of established statistical approaches enhanced by digital tools for automated data processing and real-time visualization. It discusses the challenges faced by statistical science regarding data quality in the digital environment. In this regard, the RMS methodology developed by the company NIQ is presented as a good example of an integrated approach. Its main stages are described, including the definition of the general population, data collection through electronic and manual audits, classification of product information, and the use of software tools for analysis and visualization. In conclusion, the report emphasizes both the benefits of technological advancement and the necessity to preserve and further develop statistical principles, which remain fundamental to reliable and applicable analysis in the digital age.

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