Business Analytics Using SAS Enterprise Guide and SAS Enterprise Miner

Chapter 2: Data Types, Categories, and Sources

Introduction

The Evolution of Data

Types of Data

Nominal Data

Ordinal Data

Continuous Data

Categories of Data

Demographic or Firmographic Data

Behavioral Data

Psychographic Data

Data Category Comparison

Sources of Data

Internal Sources

Storage of Data

External Sources

Notes from the Field

Introduction

Data is being created at an increasingly exponential rate. It’s no wonder that, in today’s high-tech, interconnected global economy, data is a foundational asset for all Fortune 500 organizations, as well as an increasing number of smaller companies.

In this chapter, you will learn about the different types and sources of data available for modeling and analysis. This data is the basis of your analysis. ...