A Statistical Methodology for Specifying Neural Network Models: Application to the Identification of Cross-Selling Opportunities

  • Andrew N. Burgess
  • Stefania Pandelidaki
Part of the Advances in Computational Management Science book series (AICM, volume 1)


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).


Neural Network Logit Model Software Suite Hide Unit Constructive Algorithm 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media Dordrecht 1998

Authors and Affiliations

  • Andrew N. Burgess
    • 1
  • Stefania Pandelidaki
    • 1
  1. 1.Department of Decision SciencesLondon Business SchoolUK

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