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The Use of Artificial Neural Networks as Information Systems in the Food Chain Management: An Empirical Comparison of Methods

Published by the American Society of Agricultural and Biological Engineers, St. Joseph, Michigan

Citation:  Computers in Agriculture and Natural Resources, 4th World Congress Conference, Proceedings of the 24-26 July 2006 (Orlando, Florida USA) Publication Date 24 July 2006  701P0606.(doi:10.13031/2013.21967)
Authors:   Holger Schulze, Achim Spiller
Keywords:   Primary Data Analysis, Artificial Neural Networks, Information Systems, Food Chain Management

Primary marketing research is a decisively useful tool to enhance a firms internal decisionmaking process. The main focus of the following study is on the suitability of Artificial Neural Networks for primary data analysis. Therefore, a comparison with multivariate methods is conducted using theoretically derived evaluation criteria. We show that, in contrast to secondary research, application of Artificial Neural Networks does not improve statistical quality of results. For practical application, their usefulness is limited by their black box character.

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