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Lay, Robert S. – 1983
The advantages and disadvantages of new software for market segmentation analysis are discussed, and the application of this new, chi-square based procedure (CHAID), is illustrated. A comparison is presented of an earlier, binary segmentation technique (THAID) and a multiple discriminant analysis. It is suggested that CHAID is superior to earlier…
Descriptors: College Applicants, Computer Programs, Evaluation Methods, Flow Charts
