Abstract
Examining the recent applications of neurotechnology in the marketing field, one realises that the focus tends to be on comparing the predictive performance of neural networks to that of statistical models. The question addressed in most studies is “are neural networks better than statistical techniques ?”, and the published results appear to be both encouraging and discouraging (e.g. Furness 1995, Ripley 1994).
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© 1998 Springer Science+Business Media Dordrecht
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Burgess, A.N., Pandelidaki, S. (1998). A Statistical Methodology for Specifying Neural Network Models: Application to the Identification of Cross-Selling Opportunities. In: Aurifeille, JM., Deissenberg, C. (eds) Bio-Mimetic Approaches in Management Science. Advances in Computational Management Science, vol 1. Springer, Boston, MA. https://doi.org/10.1007/978-1-4757-2821-7_9
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DOI: https://doi.org/10.1007/978-1-4757-2821-7_9
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