Curry B, Davies F, Evans M, Moutinho L, Phillips P. "The Kohonen self-organising map as an alternative to cluster analysis: an application to direct marketing" INTERNATIONAL JOURNAL OF MARKET RESEARCH 45 (2): 191-211 2003

[Eugene Garfield]

Professor Bruce Curry : Curry at cardiff.ac.uk

Title   :  The Kohonen self-organising map as an alternative to cluster
           analysis: an application to direct marketing

Author  :  Curry B, Davies F, Evans M, Moutinho L, Phillips P

Journal :  INTERNATIONAL JOURNAL OF MARKET RESEARCH 45 (2): 191-211 2003

 Document type: Article    Language: English
 Cited References: 27      Times Cited: 0


Abstract:
This paper examines the potential of the Kohonen self-organising map (SOM)
in a marketing context. It deals specifically with consumer attitudes
towards direct
marketing. The SOM belongs to the general class of neural network (NN)
models, but differs from the now orthodox way in which NNs are implemented.
The
major difference is that network learning is 'unsupervised', in which case
the SOM is related to clustering methods. The result of an SOM is a
two-dimensional grid
of related 'prototypes' rather than non-overlapping clusters. The method
involves iterative adjustment of the prototypes in such a way as to capture
and preserve the
properties of the data. We show how the resulting maps offer useful new
perspectives.

KeyWords Plus:
STRATEGIC GROUPS

Addresses:
Curry B, Univ Wales Coll Cardiff, Cardiff Business Sch, Cardiff, S Glam,
Wales
Univ Wales Coll Cardiff, Cardiff Business Sch, Cardiff, S Glam, Wales
Univ Glasgow, Glasgow G12 8QQ, Lanark, Scotland
Univ Surrey, Guildford GU2 5XH, Surrey, England

Publisher:
MARKET RESEARCH SOCIETY, LONDON

IDS Number:
676QF

ISSN:
1470-7853

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 COTTRELL M            J FORECASTING                 17       429      1998
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 HARDLE W              APPL NONPARAMETRIC R                            1990
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 MAYNARD ML            J DIRECT MARKETING            10        34      1996
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 ROSENBERG L           HARVARD BUSINESS JUL                   103      1980
 SERRANOCINCA C        J FORECASTING                 17       415      1998
 WANG P                J DIRECT MARKETING             7         7      1993



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_______________________________________________________________________
Eugene Garfield, PhD.  email: garfield at codex.cis.upenn.edu
home page: www.eugenegarfield.org
Tel: 215-243-2205 Fax 215-387-1266
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(ASIS&T)  www.asis.org
_______________________________________________________________________