haku: @author Palmer, A. / yhteensä: 8
viite: 8 / 8
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| Tekijä: | Wray, B. Palmer, A. Bejou, D. |
| Otsikko: | Using neural network analysis to evaluate buyer-seller relationships |
| Lehti: | European Journal of Marketing
1994 : VOL. 28:10, p. 32-48 |
| Asiasana: | MARKETING RESEARCH CONSUMER BEHAVIOUR SELLING |
| Kieli: | eng |
| Tiivistelmä: | Conceptual arguments favouring a relational rather than a transactional approach to the study of buyer-seller relationships are now well understood. However, attempts to quantify the factors contributing towards relationship quality have been held back by the complexity of the underlying factors and their interrelatedness. Traditional regression techniques are not effective in analysing data with high levels of multi-collinearity and missing information, typical in many studies of buyer behaviour. Makes use of a relatively new technique - neural network analysis - to try to quantify the factors contributing to buyer-seller relationship quality. |
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