3 resultados para Marketing Analysis
em Universitätsbibliothek Kassel, Universität Kassel, Germany
Resumo:
In this paper, we discuss Conceptual Knowledge Discovery in Databases (CKDD) in its connection with Data Analysis. Our approach is based on Formal Concept Analysis, a mathematical theory which has been developed and proven useful during the last 20 years. Formal Concept Analysis has led to a theory of conceptual information systems which has been applied by using the management system TOSCANA in a wide range of domains. In this paper, we use such an application in database marketing to demonstrate how methods and procedures of CKDD can be applied in Data Analysis. In particular, we show the interplay and integration of data mining and data analysis techniques based on Formal Concept Analysis. The main concern of this paper is to explain how the transition from data to knowledge can be supported by a TOSCANA system. To clarify the transition steps we discuss their correspondence to the five levels of knowledge representation established by R. Brachman and to the steps of empirically grounded theory building proposed by A. Strauss and J. Corbin.
Resumo:
The organic agricultural sector of Uganda is among the most developed in Africa in terms of its professional institutional network and high growth rates of number of certified farmers and land area. Smallholder farmers are certified organic through contract production for export companies using a group certification scheme (internal control system - ICS). The ICS is a viable and well-accepted tool to certify small-scale producers in developing countries all over the world. Difficulties in certification are still stated to be among the main constraints for Uganda’s organic sector development. Therefore, this paper reports a qualitative case study comprising 34 expert interviews in two organic fresh-produce export companies in central Uganda, aiming to explore the challenges which underlie organic certification with ICS. The study shows that farmers cannot be labelled as ‘organic by default’ but deliberately engage in organic production as a marketing strategy. The small quantities purchased by the organic companies lead to a difficult marketing situation for the farmers, causing production and infiltration risks on the farm level. These risks require increased control that challenges the companies organizationally. The risks and control needs are a reason to involve farmers in ICS procedures and innovatively adapt the ICS by means of a bypass around formal perspective restrictions. The paper discusses different perspectives on risks, risk control and certification.
Resumo:
Ricinodendron heudelotii (Baill.) Pierre ex Pax. kernel (njansang) commercialization has been promoted by the World Agroforestry Centre (ICRAF) in project villages in Cameroon with the aim to alleviate poverty for small-scale farmers. We evaluated to what extent development interventions improved the financial situation of households by comparing project and control households. The financial importance of njansang to household livelihoods between 2005 and 2010 was investigated through semi-structured questionnaires with retrospective questions, focus group discussions, interviews and wealth-ranking exercises. The importance of njansang increased strongly in the entire study region and the increase was significantly larger in project households. Moreover, absolute numbers of income from njansang commercialization as well as relative importance of njansang in total cash income, increased significantly more in project households (p < 0.05). Although the lower wealth class households could increase their income through njansang trade, the upper wealth class households benefited more from the projects' interventions. Group sales as conducted in project villages did not lead to significantly higher prices and should be reconsidered. Hence, promotion of njansang had a positive effect on total cash income and can still be improved. The corporative actors for njansang commercialization are encouraged to adapt their strategies to ensure that also the lower wealth class households benefit from the conducted project interventions. In this respect, frequent project monitoring and impact analysis are important tools to accomplish this adaptation.