Data mining practice in SMEs: a customer relationship management perspective
Hadi Ghaderi, Jiangang Fei · eCite Digital Repository (University of Tasmania) · 2013
Data mining is a relatively new practice for small and medium sized enterprises (SMEs). This studyinvestigates the level of data mining practice being employed by small firms and their motives andinterest by implementing data mining. Qualitative questionnaire was designed and distributed to 192SMEs of which 75 usable responses were received representing 39 per cent of response rate. The findingsshow that the implementation of data mining is very shallow and varies with firms size and the nature ofthe business. Participants express interest in gaining the knowledge and practical techniques of datamining. This study shows that the motives of SMEs in implementing data mining are very muchcustomer-oriented.