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Krzywe operacyjno-charakterystyczne w ewaluacyjnych badaniach marketingowych

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Sagan A.
Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
|
2011
|
issue 864
5-17
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.
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