Ebook: A Comparative Analysis of Neural Networks and Statistical Methods for Predicting Consumer Choice

The Article of Patricia M. West; Patrick L. Brockett; Linda L. Golden
Marketing Science, Vol. 16, No. 4 (1997), 370-391.This paper presents a definitive description of neural network methodology and provides an evaluation of its advantages and disadvantages relative to statistical procedures. The development of this rich class of models was inspired by the neural architecture of the human brain. These models mathematically emulate the neurophysical structure and decision making of the human brain, and, from a statistical perspective, are closely related to generalized linear models.