Exploratory analysis of marketing data: trees vs. regression

J. Scott Armstrong, University of Pennsylvania
James G. Andress, Booz, Allen, and Hamilton, Inc.

Article comments

Postprint version. Published in Journal of Marketing Research, Volume 7, Issue 4, November 1970, pages 487-492. The author has asserted his/her right to include this material in ScholarlyCommons@Penn.

Abstract

This article compares the predictive ability of models developed by two different statistical methods, tree analysis and regression analysis. Each was used in an exploratory study to develop a model to make predictions for a specific marketing situation.