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...

Full description

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

OAI Identifier:

oai:repository.javeriana.edu.co:10554/33538

Acceso en línea:

http://revistas.javeriana.edu.co/index.php/revPsycho/article/view/1010
http://hdl.handle.net/10554/33538

Palabra clave:

Centros comerciales, CHAID, comportamiento del consumidor, minería de datos.
CHAID; Consumer behavior; data mining; malls

Rights

openAccess

License

Atribución-NoComercial-SinDerivadas 4.0 Internacional