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Attribute selection in marketing: A rough set approach
, Sreekumar, Mahapatra S S
Published in Elsevier
Volume: 22
Issue: 1-2
Pages: 16 - 24

Using an illustrative case study on the Indian cosmetic industry, this paper illustrates the advantages of the rough set approach over conventional techniques for the extraction of decision rules from data sets, which can be useful in various marketing applications. The rule generated through the methodology can act as an ‘expert’, which may be referred to in future strategic decision-making. The approach gives results similar to the results obtained through statistical methods but without making any assumption.

About the journal
JournalData powered by TypesetIIMB Management Review
PublisherData powered by TypesetElsevier
Open AccessNo
Concepts (3)
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