The purpose of this paper is to critically compare a neural network technique with the established statistical technique of logistic regression for modeling decisions for several marketing situations. In our study, these two modeling techniques were compared using data collected on the decisions by supermarket buyers whether to add a new product to their shelves or not. Our analysis shows that although neural networks offer a possible alternative approach, they have both strengths and weaknesses that must be clearly understood.
|Original language||English (US)|
|Number of pages||13|
|Journal||Marketing Letters: A Journal of Research in Marketing|
|State||Published - Jan 1 1995|
All Science Journal Classification (ASJC) codes
- Business and International Management
- Economics and Econometrics