Data Mining Approaches in Predicting Entrepreneurial Intentions Based on Internet Marketing Applications

Amidst the globalization of markets, there has been a continuous intensification of competitiveness between enterprises. The modern business environment has caused a shift in how business is conducted. Opportunities and challenges arise, which put a tremendous pressure on enterprises regardless of size and industry. Entrepreneurship in enterprises plays an important role in obtaining a competitive edge in the market. Thus, entrepreneurial intentions in enterprises can often shape the future and survival of the enterprise. In this paper, the prediction of entrepreneurial intentions in enterprises through Internet marketing predictors is addressed. For this, several statistical methods in data mining were used. First, simpler approaches such as linear regression, logistic regression were used. Afterward, classifier decision trees QUEST (quick, unbiased, efficient, statistical tree), and CHAID (chi-squared automatic interaction detection) were used. The sample for analysis was 137 enterprises from Serbia. Furthermore, a supervised machine learning algorithm, support vector machine (SVM) was used. Finally, a feed-forward neural network (FNN) was applied. The results varied across the applied approach, thus providing significant insights into the dynamics of data mining for prediction outcomes in an enterprise setting.