haku: @indexterm marketing research / yhteensä: 648
viite: 34 / 648
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. |
SCIMA