Analysis and comparison of target selection models for market segmentation and development of a new approach based on fuzzy expert systems

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dc.contributor.author Toumanidis , Theofilactos
dc.date.accessioned 2009-07-23T09:22:49Z
dc.date.available 2009-07-23T09:22:49Z
dc.date.issued 2009
dc.identifier.uri http://hdl.handle.net/2160/2730
dc.description The student has requested that this electronic version of the thesis does not include the main body of the work - i.e. the chapters and conclusion. The other sections of the thesis are available as a research resource.
dc.description.abstract Target selection models play an important role in business practice. They are the data-mining methods that enable firms to conduct market segmentation. Marketers apply them to customer databases to identify the profiles of consumers who are most interested in a particular offer or marketing proposition. However, both the marketing and data-mining literature indicate that there is inadequate research that compares target selection models in order to help practitioners understand how to apply them. With respect to this, the focus of this study is to provide guidance on the implementation of a collection of target selection models and to assess their comparative performance with regard to their practical usefulness. This study assesses the relative performance of the methods cluster analysis alongside multiple dicsriminant analysis (MDA), Chi-square automatic interaction detector (CHAID) and expert systems in predicting the weekly expenditure of grocery products of 9,854 consumers in the UK and develops a new approach based on fuzzy expert systems. The comparison of these methods is conducted by using three criteria (parity test, hit rate and lift charts) and one validation method (M-fold cross-validation). The results suggest that these methods vary in performance across different criteria. Overall, CHAID and fuzzy expert systems outperformed cluster analysis alongside MDA in terms of classification accuracy (parity test and the hit rate), moreover, as far as practical applicability is concerned (lift charts), no clear conclusions could be drawn between CHAID and cluster analysis alongside MDA on which of the two is best, while expert systems performed last. Furthermore, from the findings mentioned and from the empirical application of the methods examined, conclusions are derived on the features of their processes that affect their practical usefulness and on the way they should be implemented. en
dc.language.iso en en
dc.publisher Aberystwyth University en
dc.title Analysis and comparison of target selection models for market segmentation and development of a new approach based on fuzzy expert systems en
dc.type Text en
dc.publisher.department Management and Business en
dc.type.qualificationlevel doctoral en
dc.type.qualificationname PhD en
dc.type.publicationtype thesis or dissertation en


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