Name: Mohammad Touhid Hossain Shakil

Reg no. : 15BCE2043

School : SCOPE
Project Supervisor: Dr. Balakrishnan P
 Smartphone market is a huge market and has diverse number of customer groups who
are distinct in nature by demographic, geographic, psychographic and behavioral
attributes.
 Each of these groups has unique needs, characteristics and buying behavior. These
customers are homogenous in nature inside the group but are heterogenous with
respect to other groups. These causes the customers to buy different product groups
which are also distinct in nature.
 As it is impossible to satisfy all customer segments of the market by offering the same
value, the marketer first need to identify the different segments of the market segment
needs, offerings by competitors, size, satisfaction and dissatisfaction, potential
opportunities for the companies in those segments and etc. in order to create a value
for the segment that would eventually capture desired value in return from the
customers.
 This research work tries to explore the ways to use Data Science in market research to
identify profitable customer segments in the smartphone market. For that the research
work proposes and end to end approach which starts from data collection to inferences.
 The objective of this research work is to conduct a market research in the
smartphone market by collecting data from smartphone consumers through an
online survey.
 The collected data will be preprocessed using various preprocessing techniques
and will be analyzed by building appropriate data analysis models to extract useful
market segments.
 Afterwards results are visualized and inferences are drawn from the analysis results
to propose effective marketing strategy and programs.
.
 Define the marketing problem and expected solutions needs to be addressed by
the research
 Prepare questionnaire to get customer insights in the smartphone market
 Make sure questionnaire covers to receive data required to answer all the
marketing problems
 Conduct the survey to a population that represents the whole smartphone market
 Collect the data and preprocess it to make suitable for data analysis
 Select different data analysis algorithms fit to analyze the collected data
 Visualize the analysis to understand pattern in the data
 Draw inference from the result and recommend to build effective marketing
strategy and program
 Quantitative models in marketing research-Cambridge University Press (2001)
 Database Marketing:Analyzing and Managing Customers, Blattberg, Robert
C., Kim, Byung-Do, Neslin, Scott A.
 Modeling market- Leeflang, Jaap E. Wieringa, Tammo H.A. Bijmolt, Koen H. auwels
(auth.)
 Principles of Marketings, Philip Kotler and Gray Amstrong
 Market Segmentation. In J. Jafari (Ed.), Encyclopedia of Tourism. London:
Routledge.
 Market Segmentation. Englewood Cliffs: Prentice-Hall.