Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10493040 | Journal of Business Research | 2013 | 6 Pages |
Abstract
The study here highlights the potential that analytical methods based on Knowledge Discovery in Databases (KDD) methodologies have to aid both the resolution of unstructured marketing/business problems and the process of scholarly knowledge discovery. The authors present and discuss the application of KDD in these situations prior to the presentation of an analytical method based on fuzzy logic and evolutionary algorithms, developed to analyze marketing databases and uncover relationships among variables. A detailed implementation on a pre-existing data set illustrates the method.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Albert Orriols-Puig, Francisco J. MartÃnez-López, Jorge Casillas, Nick Lee,