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A soft-computing-based method for the automatic discovery of fuzzy rules in databases : uses for academic research and management support in marketing
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Orriols-Puig, Albert, Martínez-López, Francisco J., Casillas, Jorge and Lee, Nick (2013) A soft-computing-based method for the automatic discovery of fuzzy rules in databases : uses for academic research and management support in marketing. Journal of Business Research, 66 (9). pp. 1332-1337. doi:10.1016/j.jbusres.2012.02.033 ISSN 0148-2963.
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Official URL: http://dx.doi.org/10.1016/j.jbusres.2012.02.033
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.
| Item Type: | Journal Article | ||||
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| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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| Journal or Publication Title: | Journal of Business Research | ||||
| Publisher: | Elsevier Inc. | ||||
| ISSN: | 0148-2963 | ||||
| Official Date: | September 2013 | ||||
| Dates: |
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| Volume: | 66 | ||||
| Number: | 9 | ||||
| Page Range: | pp. 1332-1337 | ||||
| DOI: | 10.1016/j.jbusres.2012.02.033 | ||||
| Status: | Peer Reviewed | ||||
| Publication Status: | Published |
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