search query: @indexterm Direct selling / total: 210
reference: 6 / 210
| Author: | Cui, G. Wong, M. L. |
| Title: | Implementing neural networks for decision support in direct marketing |
| Journal: | International Journal of Market Research
2004 : VOL. 46:2, p. 235-254 |
| Index terms: | DIRECT SELLING NEURAL NETWORKS |
| Language: | eng |
| Abstract: | Various methods is developed to model consumer responses to direct marketing. A general approach is to use logistic regression to classify consumers based on their probability to purchase from a specific promotion. The Bayesian approach to learning neural networks has been introduced to minimise over-fitting. Bayesian approach is also proved to be viable alternative to modelling consumer responses to direct marketing. |
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