Data mining of association structures to model consumer behaviour

Authors:
Paolo Giudici;Gianluca Passerone
Affiliations:
Dipartimento di Economia Politica e Metodi Quantitativi, Universita di Pavio, Via San Felice 5, I-27100, Pavia, Italy;Dipartimento di Economia Politica e Metodi Quantitativi, Universita di Pavio, Via San Felice 5, I-27100, Pavia, Italy
Venue:
Computational Statistics & Data Analysis - Nonlinear methods and data mining
Year:
2002

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Abstract

We describe how statistical association models and, specifically, log linear and graphical models, can be usefully employed to study consumer behaviours. We describe some methodological problems related to the implementation of discrete graphical models for market basket analysis data. In particular, we shall discuss model selection procedures.