Modeling toothpaste brand choice: An empirical comparison of artificial neural networks and multinomial probit model

Tolga Kaya*, Emel Aktas, Ilker Topçu, Burç Ülengin

*Bu çalışma için yazışmadan sorumlu yazar

Araştırma sonucu: ???type-name???Makalebilirkişi

6 Atıf (Scopus)

Özet

The purpose of this study is to compare the performances of Artificial Neural Networks (ANN) and Multinomial Probit (MNP) approaches in modeling the choice decision within fast moving consumer goods sector. To do this, based on 2597 toothpaste purchases of a panel sample of 404 households, choice models are built and their performances are compared on the 861 purchases of a test sample of 135 households. Results show that ANN's predictions are better while MNP is useful in providing marketing insight.

Orijinal dilİngilizce
Sayfa (başlangıç-bitiş)674-687
Sayfa sayısı14
DergiInternational Journal of Computational Intelligence Systems
Hacim3
Basın numarası5
DOI'lar
Yayın durumuYayınlandı - Eki 2010

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