Exploratory analysis of marketing data: trees vs. regression
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Abstract
This article compares the predictive ability of models developed by two different statistical methods, tree analysis and regression analysis. Each was used in an exploratory study to develop a model to make predictions for a specific marketing situation.
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1970-11-01
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Postprint version. Published in Journal of Marketing Research, Volume 7, Issue 4, November 1970, pages 487-492. The author has asserted his/her right to include this material in ScholarlyCommons@Penn.