| dc.description.abstract | Chi-square Automatic Interaction Detection (CHAID) is one of decision tree
method with chi-square criteria that will build non-binary trees based on a relatively
simple algorithm. In this method, nominal, ordinal, and continuous data type can be used.
However, the continuous predictors were splitted into categories with approximately
equal number of observations. This research used CHAID method on building SHP Inc
demographic segmentation. The sampling was performed to obtain relatively balance
categories to produce a model that predict each category. There were three explanatory
variables having structural linkage toward number of transaction variable. With depth
equals to three, there were nine segments related to gender, age, and transaction period
variable. These segmentation provided an overview about customers shopping pattern.
Therefore, a more targetted campaign could be implemented perfectly according to the
segmet characteristics. | id |
