haku: @indexterm Regression analysis / yhteensä: 420
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| Tekijä: | Haughton, D. Oulabi, S. |
| Otsikko: | Direct Marketing Modeling with CART and CHAID |
| Lehti: | Journal of Direct Marketing
1997 : Vol. 11:4, p. 42-52 |
| Asiasana: | DIRECT SELLING REGRESSION ANALYSIS MODELS |
| Kieli: | eng |
| Tiivistelmä: | In a recent article in the Journal of Direct Marketing, R. Thrasher gave an introduction to the Classification and Regression Trees (CART) methodology from the point of view of direct marketing. Following up on this work, with the help of a case study, this article investigates further technical aspects of response modeling with CART and Chi-Square Automatic Interaction Detector (CHAID) of practical relevance to direct marketing professionals and researhers and compares the performance of CART and CHAID models built on the same analysis file, finding that the response lifts are very close for both types of models. |
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