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| Author: | Ho, Y. Chung, Y. Lau, K. |
| Title: | Unfolding large-scale marketing data |
| Journal: | International Journal of Research in Marketing
2010 : JUN, VOL. 27:2, p. 119-132 |
| Index terms: | marketing information customers |
| Freeterms: | network data information visualization multidimensional unfolding degenerate solution |
| Language: | eng |
| Abstract: | A new approach to unfold customer-by-brand transaction data and customer-by-customer network data in a reduced space is proposed. It can recover the true configuration with reasonable accuracy, it is scalable as to the number of estimated parameters and it can produce non-degenerate solution. Its performance is compared with existing approaches by simulation experiments and real data analyses. |
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