haku: @indexterm SEGMENTATION / yhteensä: 227
viite: 43 / 227
| Tekijä: | Galguera, L. Luna, D. Paz Mendez, M. |
| Otsikko: | Predictive segmentation in action: Using CHAID to segment loyalty card holders |
| Lehti: | International Journal of Market Research
2006 : VOL. 48:4, p.459-479 |
| Asiasana: | segmentation marketing research |
| Kieli: | eng |
| Tiivistelmä: | 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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