DATA MINING AND ITS IMPACT ON MARKETING COMMUNICATION - CASE: HEAT-TREATED BIRCH WOOD

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41320%2F21%3A89675" target="_blank" >RIV/60460709:41320/21:89675 - isvavai.cz</a>
Result on the web
<a href="http://www.woodresearch.sk/cms/data-mining-and-its-impact-on-marketing-communication-case-heat-treated-birch-wood/" target="_blank" >http://www.woodresearch.sk/cms/data-mining-and-its-impact-on-marketing-communication-case-heat-treated-birch-wood/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.37763/wr.1336-4561/66.3.463476" target="_blank" >10.37763/wr.1336-4561/66.3.463476</a>

Result language
angličtina
Original language name
DATA MINING AND ITS IMPACT ON MARKETING COMMUNICATION - CASE: HEAT-TREATED BIRCH WOOD
Original language description
The article presents the results of a marketing survey in the area of customer preferences in the case of different degrees of heat-treated solid wood and birch veneer. Part of the marketing survey was a questionnaire survey, where the respondents, as potential customers, expressed their preferences for individual samples which, at first glance, differed in colour due to the different degrees of heat treatment. The result of the research is a clear preference for the heat-treated samples compared to the reference sample without heat treatment. A more detailed secondary analysis of the data from the questionnaire survey was performed with regard to the gender, age and education of the respondents. Here, too, it is possible to conclude a clear preference for heat-treated samples for these groups of respondents. The article also analyses the possibilities of the marketing strategy with a focus on marketing communication, especially in relation to wood processors and producers.
Czech name
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Czech description
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Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
20502 - Paper and wood

Project
<a href="/en/project/QK1920272" target="_blank" >QK1920272: Communication as a tool to harmonise the needs of society and the forestry sector</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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