A soft-computing-based method for the automatic discovery of fuzzy rules in databases: Uses for academic research and management support in marketing

Albert Orriols-Puig, Francisco J. Martínez-López, Jorge Casillas and Nick Lee

Journal of Business Research, 2013, vol. 66, issue 9, 1332-1337

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.

Keywords: KDD; Unsupervised learning; Modeling; Marketing decision support; Fuzzy rules (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:9:p:1332-1337

DOI: 10.1016/j.jbusres.2012.02.033

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