Technology Management Data Mining

1. Goal identification
Objectives of ETİ Data Mining:
 Choosing Target Marketing
 Holding on Good Customer
 Weeding out Bad Customer

2. Creating a target data set
• Questionnaire is conducted to 44 women and
36 men (>18 years old)
To achieve objectives, calculations are made
while studying on related questions/answers.

3. Data preprocessing
Data that does not fit with the general behavior of the data
are removed.
• For example; In conducted questionnaire there are only a
few people which obese.
These people are ignored !
4. Data reduction and transformation
Useful features are found and so invariant
representation is made .

5. Data Mining:
classification, association, clustering
teqniques are appliesd
6. Presentation and Evaluation and
Taking action

Conducted Questionnaire
Name-Surname:
1) Sex: Female [ ] Male [ ]
2)Educational Background: Elementary school [ ] High School [ ] University [ ]
3)Monthly income: less than 2500 [ ] more than [ ]
4) Height: [ ] cm. Kilo: [ ] kg.
5)Are you pleased with your weight? Yes [ ] No [ ]
6)What comes back to your mind, with the word of form?
7)What is the reason of your consuming form foods?
Lose Weight [ ] Health [ ] Keep in form [ ] Other [ ]
8) What is the frequency of your consuming Eti Form?
Never [ ] Once a month [ ] 2-3 times a week [ ] Everyday [ ]
9)What is the reason of your prefer Eti to other brands?
Taste[ ] Calorie [ ] Price [ ] Brand Value [ ] Other ..........
10)Choose your favorite 3 product?
POPCORN [ ]
CHOCOLATE COATED BISCUIT [ ]
MUESLI [ ]
BISCUIT with BLACK CUMIN [ ]
BLUSHED WHOLE WHEATED BREAD [ ]
SIMPLE BRAN BISCUIT [ ]
BRAN BISCUIT with AVENA [ ]
BISCUIT with GRAIN [ ]
LEMON BISCUIT [ ]
STICK CRACKER [ ]
MIXED FRUID BISCUIT [ ]
12)Why do you prefer this form products to others?
Taste [ ] Calorie [ ] Price [ ] Other ...
13)What are your expectations ...

The body mass index (BMI) is a measure of relative weight based on
an individual's mass and height.
For making sensible/not estimated judgement about people Body Mass
Indexes are calculated for every customer with this formul.

4
29
106
22
7
0
10
20
30
40
<20 20-24.9 25-29.9
Slim Normal Too Little Overwight
According to the gender BMI
FEMALE MALE
5
38
14
5
13
3
0
10
20
30
40
<20 20-24.9 25-29.9
According to the salaries BMI
<2500 >2500
1
4 2
6
14
43
33
11
0
10
20
30
40
<20 20-24.9 25-29.9
According to the Age Range BMI
>35 25-35 18-25
According to BMI, except
a few exception, people are slim,
normal and to little overweight.
• %68 of Women are Normal and
%64 of Men are Normal.
•% 62 of well-paid people are
Normal and % 67 of low paid
people are Normal.
• Over 35 years of age people are
%27 more overweight than youth.

0
22
14
8
10
16
10
0
According to the Gender
FEMALE MALE
10
32
14
20
6
10
6
Never Once a
Month
Twice-three
times of a
week
Every Day
According to the Salary
<2500 >2500
5 3
0 0
5
12
3 4
0
23 21
4
Never Once a
Month
Twice-three
times of a
week
Every Day
According to the Age Range
> 35 35 - 25 25 - 18

According to the frequency of consumption results;
• Women are consuming ETİ Form slightly more than men.
• Well-paid people are consuming more than others.
• 18-25 years old people are consuming ETİ Form more, Altough they
are skinner

6
8
30
0
8
15
10
3
Lose
Weight
For Health Keep in
Form
Other
FEMALE MALE
10
15
32
1
4
8 8
2
Lose Weight For Health Keep in
Form
Other
<2500 >2500
1
3 4
01
10
13
0
12
23 23
3
Lose
Weight
For Health Keep in
Form
Other
> 35 35 - 25 25 - 18

According to the reasom of consumption results
• All people are consuming ETİ Form for keeping in form or for
health.

18
10
1
15
0
21
1 2
7
5
Taste Calorie Price Brand
Value
Other
FEMALE MALE
29
9
3
12
5
10
2 0
10
0
Value
Other
<2500 >2500
4 3
0 1 0
10
3
1
10
0
25
5
2
11
5
Value
Other
> 35 35 - 25 25 - 18

According to the reasom of Preference results
• Most of the people are consuming ETİ Form for its taste or brand
value.

47
44
38
20
17 15
0 0
0
10
20
30
40
50
1.product 2.product 9.product
<2500
5 3 3
21
13
17
41
45
33
0
10
20
30
40
50
>35 25-35 18-25
37
34
2930
27
24
0
10
20
30
40
FEMALE MALE

For every kind of people, favorite product of ETİ Form are
• Popcorn
• Chocolate Coated Eti Form
• Lemon Flavored Eti Form
ANKET RİSKLİ.xlsx - Sayfa1!A1

First Selection
people who have more than 2500 Turkish Lira and, less
than 35 years old are “Good Customers” for ETİ

According to the excel results:
• %52.5 of the low-paid people are not consuming ETİ Form often.
• % 67 of the over 35 years old age people are not consuming ETİ Form
often.
•It proves that previous “good customer “ selection.

Second Selection
9%
68%
23%
Once a Month Consumption
SLİM NORMAL Too Little Overweight
slim
14%
Normal
64%
Too Little
Overweig
ht,
22%
Twice - Three Times of a Week
Consumption
slim Normal Too Little Overweight,
0%
75%
25%
Every -Day for Female
Normal Too Little Overweight,
FOR FEMALE
Generally, Normal Weighted women are
consuming ETİ Form

0%
78%
22%
Twice-Three Times of Week
slim normal too little overweight
40%
30%
30%
Once a Month
slim normal too little overweight
FOR MALE
There in not any men who consume ETİ Form
everyday..
Consumed men are slim or normal weighted

 AYŞEGÜL SAKALLI 100303005
 NASİBE DENİZ 100303027
 NİLÜFER TEKKOL 100303035
 ZEYNEPAKÇAY 100303031
Thanks For Your Attention 

Technology Management Data Mining

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