PL EN


2011 | 864 | 5-17
Article title

Krzywe operacyjno-charakterystyczne w ewaluacyjnych badaniach marketingowych

Authors
Title variants
EN
The Receiver Operator Characteristic Curve in Market Research Evaluations
Languages of publication
PL
Abstracts
EN
The articles examines the characteristics and use of the receiver operator characteristic (ROC) in research on marketing phenomena. This approach is an extremely popular tool for assessing prediction accuracy in medical research and signal detection, and is being ever more widely used in social and marketing research. The article presents the main indicators of classification accuracy for contingency tables (2×2) and the principles governing the use of ROC curves. The use of these curves is illustrated with an analysis of the accuracy of the choice of car (new or used) based on the structure of customer benefits.
Contributors
author
  • Uniwersytet Ekonomiczny w Krakowie, Katedra Analizy Rynku i Badań Marketingowych, ul. Rakowicka 27, 31-510 Kraków, Poland, sagana@uek.krakow.pl
References
  • Davis J., Goadrich M., The Relationship between Precision-Recall and ROC Curves, Proceedings of the 23rd International Conference on Machine Learning, Pittsburgh, PA 2006.
  • Egan J.P., Signal Detection Theory and ROC Analysis, Academic Press, New York 1975.
  • Fawcett T., An Introduction to ROC Analysis, "Pattern Recognition Letters" 2006, nr 27.
  • Glady N., Bart Baesens B., Croux C., Modeling Customer Loyalty Using Customer Lifetime Value, Catholic University Leuven, www.econ.kuleuven.be/fetew/pdf_publicaties/KBI_0618.pdf, 11.01.2008.
  • Maxion A., Roberts R.R., Proper Use of ROC Curves in Intrusion/Anomaly Detection. Technical Report Series, University of Newcastle upon Tyne, 2004.
  • Stein R.M., The Relationship between Default Prediction and Lending Profits: Integrating ROC Analysis and Loan Pricing, "Journal of Banking & Finance" 2005, nr 29.
  • Stephan C. i in., Comparison of Eight Computer Programs for Receiver-Operating Characteristic Analysis, "Clinical Chemistry" 2003, nr 49(3).
  • Vukl M., Curk T., ROC Curve, Lift Chart and Calibration Plot, "Metodoloski zvezki" 2006, nr 3(1).
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-66879792-bd79-4f26-88f0-5dfcc9ebaa1c
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