Creating Insights in Large Markets

虽然过去几十年的市场由相对较少的公司和产品组成，但21世纪的市场要大得多（例如数千种产品）。没有改变的是，企业需要了解他们所处的竞争环境，以便做出战略和战术决策。然而，这样的理解需要收集和分析大量的数据（大数据），这是不可能使用传统的数据源（如调查）或方法。因此，该项目的目的是建立对大市场的洞察力。我们计划开发专门用于处理大数据的新方法，并将这些方法应用于实证研究中，涉及超过10万消费者的搜索和交易数据。分析的范围包括公司、产品和消费者。为了深入了解这三个方面，我们在6个单独的项目模块中进行相应的调整。该项目得益于准备工作和已经收集的初始数据集。

While markets of past decades consisted of relatively few firms and products, markets of the 21st century are much larger (e.g. thousands of products). What has not changed is the need of firms to understand the competitive environment in which they operate in order to make strategic and tactical decisions. However, such understanding requires the collection and analysis of large amounts of data (big data), which is not possible using traditional data sources (e.g. surveys) or methods. The aim of the project is therefore to create insights into large markets. We plan to develop new methods specifically designed to process big data and apply these methods in empirical studies to data containing searches and transactions of more than 100,000 of consumers. The scope of analysis encompasses firms, products and consumers. To create insights for each of these three, we proceed in 6 individual project modules aligned accordingly. The project profits from both preparatory work as well as initial data sets that were already collected.