search query: @author Galguera, L. / total: 1
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| Author: | Galguera, L. Luna, D. Paz Mendez, M. |
| Title: | Predictive segmentation in action: Using CHAID to segment loyalty card holders |
| Journal: | International Journal of Market Research
2006 : VOL. 48:4, p.459-479 |
| Index terms: | segmentation marketing research |
| Language: | eng |
| Abstract: | This paper focuses on a procedure called CHAID algorithm to segment the loyalty card market. Two parallel studies were conducted simultaneously in two markets. The results indicate that CHAID is a reliable segmentation procedure. |
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