Applying Deep Generative Neural Networks to Data Augmentation for Consumer Survey Data with a Small Sample Size

Abstract

Questionnaire consumer survey research is primarily used for marketing research. To obtain credible results, collecting responses from numerous participants is necessary. However, two crucial challenges prevent marketers from conducting large-sample size surveys. The first is cost, as organizations with limited marketing budgets struggle to gather sufficient data. The second involves rare population groups, where it is difficult to obtain representative samples. Furthermore, the increasing awareness of privacy and security concerns has made it challenging to ask sensitive and personal questions, further complicating respondent recruitment. To address these challenges, we augmented small-sized datawith synthesized data generated using deep generative neural networks (DGNNs). The synthesized data from three types of DGNNs (CTGAN, TVAE, and CopulaGAN) were based on seed data. For validation, 11 datasets were prepared: real data (original and seed), synthesized data (CTGAN, TVAE, and CopulaGAN), and augmented data (original + CTGAN, original + TVAE, original + CopulaGAN, seed + CTGAN, seed + TVAE, and seed + CopulaGAN). The large-sample-sized data, termed “original data”, served as the benchmark, whereas the small-sample-sized data acted as the foundation for synthesizing additional data. These datasets were evaluated using machine learning algorithms, particularly focusing on classification tasks. Conclusively, augmenting and synthesizing consumer survey data have shown potential in enhancing predictive performance, irrespective of the dataset’s size. Nonetheless, the challenge remains to minimize discrepancies between the original data and other datasets concerning the values and orders of feature importance. Although the efficacy of all three approaches should be improved in future work, CopulaGAN more accurately grasps the dependencies between the variables in table data compared with the other two DGNNs. The results provide cues for augmenting data with dependencies between variables in various fields.

Keywords

• GAN
• synthesized data
• marketing research
• marketing science
• small- and medium-sized enterprises
• rare populations