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Image data analysis and classification in marketing written by Daniel Baier, Ines

Daniel, Sarah Frost, and Robert Naundorf was published in Advances in Data

Analysis and Classification in 2012 (Baier, Daniel, Frost, & Naundorf, 2012). It is a

research paper aiming to explore new approaches for analyzing and classifying the

visual information of the image data (Baier et al., 2012).

While cellphones, computers and other internet accessible devices are rapidly

developed, image data, which is a category of the new type data, is available for

analyzing and classifying in the marketing field. However, useful algorithms and

software are barely known in the marketing field (Baier et al., 2012). The object of

study is appropriate algorithms and software which could be used to analyze data

image and classify customers effectively (Baier et al., 2012). The purpose of study is

to present these useful algorithms and a new software prototype for image data

analysis and customers classification in marketing (Baier et al., 2012). The main

finding is the result of using new algorithms, statistical software, and IMADAC,

which is a professional software package for image analysis, to extract and analyze

image features for marketing strategies is almost the same as the result of using

traditional method (Baier et al., 2012).

The overall structure of the article is following a logical way, which includes

introduction, the usage of image data analysis for marketing, the method of extracting

the image feature and analysis, the presentation of the new software for analyzing

image data for marketing purpose, the discussion of the applications of IMADAC for

image data analysis, and the conclusion (Baier et al., 2012). Reading the article

following the logically structured order makes audiences easily comprehend the

whole process, even for the audiences who are in other fields. The overall structure of

this article provides me a guidance that always structure the article in a logical way
with supplying sufficiently brief background information for each chapter, especially

when writing a research paper in the engineering field since it has more strict

requirements about the academic background information and logical thinking.

There are some notable sections in the article. First, before the introduction, there

is a mathematics subject classification section listing all the mathematics subjects

used in the article (Baier et al., 2012). It reminds the scholars in data analysis field

always list the mathematics subjects in the article as a separate section for supplying

the fundamental mathematical background information. Moreover, at the end of the

article, these is an acknowledgments section showing the significant help the authors

received during the research (Baier et al., 2012). It reminds us to show our

appreciation and respect to the people giving a vital help for the research in a formal


Specifically looking at the introduction section, it typically followed the create-a-

space model (or CARS), a well-known rhetorical pattern (Swales & Feak, 2012).

There are three paragraphs in the introduction section, which follow the Move 1,

Move 2, and Move 3 respectively (Swales & Feak, 2012). The starting stance in the

first paragraph starts with Since many years, shows the authors are introducing a

brief background information within a long period (Baier et al., 2012 P254). The

authors start the second paragraph using Recently, illustrates the authors are

trying to carry out a gap between previous and present research, which should be the

niche (Baier et al., 2012 P254). After the authors showed the gap, the word

However, in the third paragraph demonstrates the exigence and leads to state the

articles purpose and its value (Baier et al., 2012 P254). Moreover, they showed

how to occupy the gap by stating the structures of the article, which is the steps to

solve the issue following a logical way (Baier et al., 2012).

Besides, one feature of the article is using the visual data impressively. The

authors show two images data used in image data analysis for marketing strategies

which are images uploaded by the observations while the authors are discussing how

significant the differences between the actual information shown by the images and

the information self-reported by the observations. The images are much more

expressive than only explain the issue by words. Also, the authors expect to use the

images making audiences easily understand the issue they discussed since the images

are sharp contrasted. Another visual data used in the article is the table showing

application possibilities for image data analysis and classification for marketing

strategies (Baier et al., 2012). The authors use a three columns table briefly

illustrating the purposes, new types of data, and new method in a clear way (Baier et

al., 2012). The authors take a more powerful way to represent the background

information than only state by word. The dramatic feature of using visual data is it

effectively strengthens the audiences understanding. Furthermore, it supplies me a

useful writing skill that is using visual data to deliver the information tellingly and


All the features of the rhetorical patterns, logical structure, and the visual data

used in the article provide me a good sample and the inspiration for writing research

articles in data analysis field.


Baier, D., Daniel, I., Frost, S., & Naundorf, R. (2012). Image data analysis and

classification in marketing. Advances in Data Analysis and Classification,

6(4), 253-276. doi:10.1007/s11634-012-0116-0

Swales, J. M., & Feak, C. (2012). Academic Writing for Graduate Students. Ann
Arbor, Michigan: University of Michigan Press.