TY - JOUR
T1 - A soft-computing-based method for the automatic discovery of fuzzy rules in databases
T2 - Uses for academic research and management support in marketing
AU - Orriols-Puig, Albert
AU - Martínez-López, Francisco J.
AU - Casillas, Jorge
AU - Lee, Nick
PY - 2013/9
Y1 - 2013/9
N2 - 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.
AB - 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.
KW - Fuzzy rules
KW - KDD
KW - Marketing decision support
KW - Modeling
KW - Unsupervised learning
UR - http://www.scopus.com/inward/record.url?scp=84878135169&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2012.02.033
DO - 10.1016/j.jbusres.2012.02.033
M3 - Article
AN - SCOPUS:84878135169
SN - 0148-2963
VL - 66
SP - 1332
EP - 1337
JO - Journal of Business Research
JF - Journal of Business Research
IS - 9
ER -