Lielo datu izmantošanas iespējas un privātums mārketinga nozarē.
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Latvijas Universitāte
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lav
Abstract
Maģistra darba tēma ir “Lielo datu izmantošanas iespējas un privātums mārketinga nozarē”. Maģistra darba mērķis ir, balstoties uz teorētiskajā nodaļā apkopoto zinātnisko literatūru par lielo datu lietošanas iespējām un ierobežojumiem un patērētāja attieksmi pret privātumu, identificēt galvenās lielo datu lietošanas priekšrocības un šķēršļus mārketingā uzņēmumiem Latvijā, noteikt mūsdienu lielo datu analīzes tendences un lielo datu nozīmi uzņēmumu attīstībā, kā arī noteikt privātuma nozīmi Latvijas interneta patērētāju tirgū. Lai sasniegtu mērķi, darba autore izvirza divas hipotēzes un sešus darba uzdevumus. Darbs sastāv no trim daļām – pirmajās divās nodaļās tiek identificēti pētnieku definētās nozares aktualitātes un aprakstīti starptautisku pētījumu rezultāti. Trešajā daļā tiek pamatota trīs veikto pētījumu – ekspertu intervijas, uzņēmumu pilotaptaujas un patērētāju aptaujas - metodoloģija un analizēti iegūtie rezultāti. Maģistra darba pētījumu rezultātā tika secināts, ka patērētāju zināšanas par lielo datu izmantošanas un apstrādes tehnoloģijām ir salīdzinoši zemas, līdz ar to pastāv zema interese par privātuma ievērošanu un pārkāpumiem un uzņēmuma lielums neietekmē lielo datu lietošanas mārketingā nozīmīguma apzināšanos, pieņemot biznesa lēmumus un veicot uzņēmuma patērētāju analīzi. Maģistra darba apjoms ir 122 lpp., tas satur - 7 tabulas, 16 attēlus un 10 pielikumus. Darba izstrādei izmantoti 75 literatūras saraksta avoti.
The topic of the master's thesis is "Big data usage and privacy in the marketing industry". The aim of the master's thesis is to identify the main advantages and obstacles of big data use in marketing in Latvia, to determine the trends of modern big data analysis and the importance of big data in the development of companies, based on the scientific literature compiled in the theoretical chapter on the possibilities and limitations of big data use and consumer attitudes towards privacy. As well as to determine the importance of privacy in the Latvian Internet consumer market. To achieve the goal, the author puts forward two hypotheses and six tasks. The work consists of three parts - the first two chapters identify the topicalities of the field defined by researchers and describe the results of international research. The third part substantiates the methodology of the three studies - expert interviews, business pilot surveys and consumer surveys - and analyzes the results obtained. As a result of the Master's thesis, it was concluded that consumers' knowledge of large data usage and processing technologies is relatively low, so there is low interest in privacy breaches and the size of the company does not affect the importance of big data in marketing analytics and business decisions. The volume of the master's thesis is 122 pages, it contains - 7 tables, 16 figures and 10 appendices. 75 references have been used for the development of the work. Keywords: big data analysis, marketing, consumer privacy, privacy paradox, consumer trust.
The topic of the master's thesis is "Big data usage and privacy in the marketing industry". The aim of the master's thesis is to identify the main advantages and obstacles of big data use in marketing in Latvia, to determine the trends of modern big data analysis and the importance of big data in the development of companies, based on the scientific literature compiled in the theoretical chapter on the possibilities and limitations of big data use and consumer attitudes towards privacy. As well as to determine the importance of privacy in the Latvian Internet consumer market. To achieve the goal, the author puts forward two hypotheses and six tasks. The work consists of three parts - the first two chapters identify the topicalities of the field defined by researchers and describe the results of international research. The third part substantiates the methodology of the three studies - expert interviews, business pilot surveys and consumer surveys - and analyzes the results obtained. As a result of the Master's thesis, it was concluded that consumers' knowledge of large data usage and processing technologies is relatively low, so there is low interest in privacy breaches and the size of the company does not affect the importance of big data in marketing analytics and business decisions. The volume of the master's thesis is 122 pages, it contains - 7 tables, 16 figures and 10 appendices. 75 references have been used for the development of the work. Keywords: big data analysis, marketing, consumer privacy, privacy paradox, consumer trust.