Implementation of Naïve Bayes method for product purchasing decision using neural impulse actuator in neuromarketing

Autor:	Adang Suhendra, Astie Darmayantie, Tryono Taqwa, Matrissya Hermita
Rok vydání:	2015
Předmět:	Data collection business.industry Computer science Neuromarketing Sample (statistics) Machine learning computer.software_genre Product (business) Naive Bayes classifier Artificial intelligence Neural Impulse Actuator business Marketing research computer Consumer behaviour
Zdroj:	2015 International Conference on Information & Communication Technology and Systems (ICTS).
DOI:	10.1109/icts.2015.7379882
Popis:	In recent years, The application of methods from neuroscience has revolutionized the entire research process in marketing and consumer behavior. The term "neuromarketing" encompasses a fascinating interdisciplinary blend of natural sciences and traditional marketing research. This research is intended to implement the process of Neuromarketing by using Neural Impulse Actuator (NIA) as a tool to obtain informations on the brain. NIA tested to some respondents to taken sample data by snack products which are sold in online by involving OpenSesame as experiment builder. The output data results of each product processed in machine learning by using Naive Bayes method, obtained data accuracy (AUC) 48.5 % as unsatisfactory results, It is caused by a slight amount of data and unique charateristics of each data NIA respondent.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::5535e28c2b1299b42e899ba4b6aaa277 https://doi.org/10.1109/icts.2015.7379882 Zobrazit plný text záznamu