Matthew Fingerman
Computer Science – Project Data
November 7, 2007
Chinese Food vs. College Students: A reputable marketing campaign?
a. Describe the data (clear, precise)
I plan on using the webpage aolstalker, which comprises a search engine to look through the AOL data released in 2006. The site show what anonymous AOL users searched for in a given time frame. If I were to conduct this on a larger scale I could use larger search engines such as Google or Yahoo. To do this I will need to do other random searches to prove that all searches don’t include college related searches. I will be trying to prove that a large portion of those who search for “Chinese Food” are college students. Therefore I would receive the numbers of the users given to me from Google/Yahoo that searched for Chinese food and I would examine their other searches that would be related to colleges.
b. Why is this data interesting?
The data concerning what types of people search for Chinese food could be used in order to place ads on the campuses webpage such as the ads seen on the schools news paper, The Acorn. Currently there are several Chinese food services that advertize with pamphlets on campus but a detailed report on how many college students search for Chinese food would be extremely helpful for more wide scale marketing campaign. The information gathered could also help college campuses dining contracts more successful by supplying more food that students love. As well as dining contracts the data could also be used to help determine eating habits of college students and examine why the particular food is appealing.
c. How do we obtain this data?
I will obtain the data by going onto aolstalker.com or if I were to conduct this search on a larger scale I could contact Google or Yahoo for search results for Chinese food. While at AOL stalker I can search though data free of charge; however, I would have to pay to get searches from Google or Yahoo. Once I gained the data base of items searched for, I could place in key words such as “Chinese food” and see who searched for that data in the search engine as well as the other items they searched for. The data will be easy to obtain and looking through the search results I can tell what college related sites they went to (eg. Facebook, universities, ect).
The data on a larger scale can be found at Google/Yahoo on the webpage below:
http://bizsolutions.google.com/services/
http://searchmarketing.yahoo.com/?cmp=Yahoo&ctv=fp_footer
The privacy settings for Google/Yahoo are explained here:
http://www.google.com/intl/en/privacy.html
http://info.yahoo.com/privacy/us/yahoo/
d. What questions will the data answer?
I want to be able to prove that college students are a large population of the Chinese food business. I will be able to get this by analyzing search result data from Chinese food and see what other searches they looked for that would relate to colleges and/or Universities.
Extra: Brief finds from AOL stalker users who searched Chinese Food into the AOL search data
4 Users searched for Chinese Food in AOL search engine
¾ users searched for at least one University or College as well as Chinese Food
An example of how I would use the data would be as follows:
AOL STALKER - #562483 Searched: “Chinese food”
Other College related searches: facebook, Cleveland state university, University of Toledo
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