What does data mining involve?

Data mining involves searching databases for patterns and correlations, which allows businesses to uncover valuable insights from large volumes of data. This process utilizes statistical techniques, machine learning, and database systems to identify trends, predict consumer behavior, and inform decision-making. By recognizing patterns within the data, companies can enhance their marketing strategies, improve customer experiences, and optimize operations based on informed predictions.

The other options do not accurately capture the essence of data mining. Creating customer testimonials focuses on qualitative feedback rather than quantitative data analysis. Conducting market surveys typically involves gathering new data through customer interactions rather than analyzing existing databases. Analyzing sales data only is too narrow a focus since data mining encompasses a broader array of data types and trends beyond just sales transactions. Thus, option B aligns most closely with the comprehensive nature of data mining.