Data mining and mall users profile

Marketing scholars have suggested a need for more empirical research on consumer response to malls, in order to have a better understanding of the variables that explain the behavior of the consumers. The segmentation methodology CHAID (Chi-square automatic interaction detection) was used in order t...

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Autores:: Romeo Delgado, Marina; Universidad de Barcelona
Codina Mata, Núria
Yepes Baldó, Montserrat
Pestana Montesinos, José Vicente
Guardia Olmos, Joan

Tipo de recurso:: Article of journal

Fecha de publicación:: 2012

Institución:: Pontificia Universidad Javeriana

Repositorio:: Repositorio Universidad Javeriana

Idioma:: spa