Abstract
This proposal suggests the complementary use of multiple methods in marketing research. In particular, the results obtained from the CHi-square Automatic Interaction Detector (CHAID) are both combined and integrated with several techniques of discrimination and classification. The approach is demonstrated by an empirical example from the automotive industry.
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Temme, T. (2002). A Multiple Method Approach for Discrimination and Classification in Marketing Research. In: Gaul, W., Ritter, G. (eds) Classification, Automation, and New Media. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-55991-4_42
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DOI: https://doi.org/10.1007/978-3-642-55991-4_42
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-43233-3
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