TY  - JOUR
AB  - Artificial Neural Networks (ANNs) have many potential applications
virtually in wide areas ranging from engineering to management.
Recently, a great deal of interest (and effort) has been directed
towards using ANNs in business practice. In particular, they have been
used in areas which were once reserved for multivariate statistical
analysis. Owing to this they are often considered to be statistical
methods. Marketing researchers and managers who are not aware of the
conceptual differences between these two methods cannot use this new
“cutting‐edge” technology effectively. Discusses the conceptual
differences and similarities between the two methods, having in mind
market researchers and managers who are looking for new tools to support
their decision making.
VL  - 12
IS  - 7
SN  - 0263-4503
DO  - 10.1108/02634509410065555
UR  - https://doi.org/10.1108/02634509410065555
AU  - Venugopal V.
AU  - Baets W.
PY  - 1994
Y1  - 1994/01/01
TI  - Neural Networks and Statistical Techniques in Marketing Research: A
Conceptual Comparison
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 30
EP  - 38
Y2  - 2024/04/25
ER  -