An empirical investigation and comparison of neural networks and regression for scanner data analysis.
The objective of this study is to examine neural networks as an alternative to traditional statistical methods for the analysis of scanner data. The results of the study showed that neural networks can be an effective alternative to regression for modeling and predicting the effects of retailer activity on brand sales. The neural network models exhibited better performance in terms of both mean squared error and R2 than the regression model.
Ainscough, T. L. & Aronson, J.E. (1999). An empirical investigation and comparison of neural networks and regression for scanner data analysis. Journal of Retailing and Consumer Services, 6(4), 205-217.
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