Predicting Consumer Situational Choice with Neural Networks

Predicting Consumer Situational Choice with Neural Networks

Michael Y. Hu (Kent State University, USA), Murali Shanker (Kent State University, USA) and Ming S. Hung (Optimal Solutions Technologies, Inc., USA)
Copyright: © 2004 |Pages: 23
DOI: 10.4018/978-1-59140-176-6.ch009
OnDemand PDF Download:
$37.50

Abstract

This study shows how neural networks can be used to model posterior probabilities of consumer choice and a backward elimination procedure can be implemented for feature selection in neural networks. Two separate samples of consumer choice situations were selected from a large consumer panel maintained by AT&T. Our findings support the appropriateness of using neural networks for these two purposes.

Complete Chapter List

Search this Book:
Reset