Abstract
Profiling a segment structure may help to make segments accessible and generally contribute to improving the understanding of the segments, thus helping to support management decisions. Logical type discriminant models yield results that are easy to understand; this makes them particularly useful for profiling. From this point of view, the induction of propositional rules yields better results when compared with hierarchical structures derived from decision tree algorithms. An application in the tourism market illustrates some advantages of the C5 algorithms for the induction of classification trees and sets of propositional rules for profiling a segment structure.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: Journal of Targeting, Measurement and Analysis for Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.