University of Twente Student Theses
Data mining in an educational setting : a cluster analysis of browsing behaviour
Schoppmann, Rouven (2018) Data mining in an educational setting : a cluster analysis of browsing behaviour.
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| Abstract: | The purpose of the study is to identify differences in the browsing behaviour of admitted students and prospective students from Germany at the University of Twente. The Study was carried out using the two-step clustering algorithm from SPSS modeler and by comparing bachelor, master and prospective students on how frequently they showed certain browsing behaviours. The findings of this study can be summarized as follows, for master students the E-check is a core behaviour as most of the admitted master students have used it. For bachelor students a core behaviour is asking questions via a webform. For prospective students these behaviours were recorded less frequently. The results of the clustering are that six different behaviours could be identified for admitted bachelor students and seven behaviours could be identified for admitted master students. The theoretical value of this study is that it contributes to the understanding of high potential leads. The practical value lies in the implications of the study for marketers. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/76982 |
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