Direct marketing modeling with CART and CHAID

Journal of Interactive Marketing

Volumn 11, Issue 4, 1997, Pages 42-52

  Haughton, Dominioue ^a   Oulabi, Samer ^b  

^a UNIVERSITÉ PARIS DESCARTES   (France)

^b UNIVERSITY OF HOUSTON   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0001983468     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1002/(sici)1522-7138(199723)11:4<42::aid-dir7>3.0.co;2-w     Document Type: Article

References (7)

1. Babinec, T. (1990), "CHAID Response Modeling and Seg mentation," Quirck's Marketing Research Review,(June-July), 12-15.
2. Breiman, L., Friedman, J., Olshen, R., and Stone, C.. (1984), Classification and Regression Trees,Monterey, CA: Wadsworth.
3. Kass, G. V. (1980), "An Exploratory Technique for Investi gating Large Quantities of Categorical Data;'Applied Statistics, 29(2), 119-127.
4. Magidson, J. (1988), "New Statistical Techniques in Direct Marketing: Progression beyond Regression," Journal of Direct Marketing,2(4), 6-18.
5. Magidson, J. (1989), "CHAID, Logit, and Log-linear Modeling," Marketing Research Systems,Vol. 11-130, 101-114.
6. Magidson, J. (1991), "Letter to the Editor," Journal of Direct Marketing, 5(2), 57-58.
7. Thrasher, R. (1991), "CART: A Recent Advance in Tree-Structured List Segmentation Methodology "Journal of Direct Marketing, 5(1), 35-47.