An examination of the quality of predictive market segmentation

Łukasz Paśko, Galina Setlak

Abstract


The aim of the paper is to assess the results of predictive market segmentation using methods of examination of classifiers’ quality. The discussed predictive market segmentation was applied to household products. It was performed using CART and CHAID classifiers. The article contains the results of assessing the classifiers and the consequent conclusions on the quality of market segmentation.

Keywords


data classification; assessment of classifiers’ quality; decision trees

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DOI: http://dx.doi.org/10.21936/si2016_v37.n1.749