Subject Index
 

Until 2005, the precision of radio audience indicators was estimated by formulae based on normality assumptions, which are not strictly verified in the case of empirical surveys with complex plans. In ...

The regular measurement of key performance indicators, such as customer satisfaction, is an essential part of evaluating how effectively a company is performing. An increasing number of companies are ...

The research methodologies engineered around the structured, homogenous post-war societies of the 1950s have been losing their relevance and predictive power over the past 40 years as society becomes ...

The use of artificial neural networks (ANN) as an alternative approach to multiple regression has gained popularity in different fields, and some studies have demonstrated the superiority of ANN over ...

Innovative methods of artificial intelligence such as artificial neural networks (ANNs) have been increasingly adopted to predict consumer responses to direct marketing. However, appropriate learning ...

This paper introduces a form of neural network known as the self-organising map (SOM), which has been used extensively outside of marketing. The SOM clusters data in a manner similar to cluster analys ...

This paper examines the potential of the Kohonen self-organising map (SOM) in a marketing context. It deals specifically with consumer attitudes towards direct marketing. The SOM belongs to the genera ...

This paper describes an operational model used within the scope of a budget process for a warranty extension product. The model is built on a database containing a record of the costs incurred with se ...

The paper performs a comparison of data mining tools with conventional tools. It is focused on the analysis of issues such as if the new techniques are better than the older ones, if so, in which sens ...

Customer satisfaction analyses often suffer from the fact that it is difficult to compress the large amount of gathered data material into relevant, concrete action recommendations for decision makers ...

We shall look for a segmentation of small car buyers with similar product expectations in France. After discussing the difficulties, we shall describe the data collection upon which the segmentation i ...

A lucid and non-technical account of neural network systems: how they work, how they differ from other statistical procedures such as regression analyses, why they should be part of a data analyst's t ...

Two factors are necessary for a method to be useful in a variety of country settings. An analysis technique to understand information available is required that is robust and not constrained. And, dat ...

The ideal targeting position for media researchers would be to have access to data from a single source combining purchase information with the consumption of all media types. In practice this is u ...

In FMCG companies, in particular, there is an increasing focus on the benefits believed to await the researcher with a large enough data set and sufficient computing power. The purpose of this paper ...

The generic data fusion problem is to make inferences about the joint distribution of two sets of variables without direct observation. The paper develops an approach that directly estimates the joint ...

Globalisation, improved communications and information processing technology are having a significant impact on marketing. However the vast databases currently available are difficult to handle using ...