Attribute selection in marketing: A rough set approach

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 me...

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Bibliographic Details
Main Authors: Sabita Mahapatra, Sreekumar, S.S. Mahapatra
Format: Article
Language:English
Published: Elsevier 2010-03-01
Series:IIMB Management Review
Subjects:
Online Access:http://www.sciencedirect.com/science/article/pii/S0970389610000029