Can artificial neural network models be used to improve the analysis of B2B marketing research data?

Purpose Artificial neural network (ANN) models, part of the discipline of machine learning and artificial intelligence, are becoming more popular in the marketing literature and in marketing practice. This paper aims to provide a series of tests between ANN models and competing predictive models. Design/methodology/approach A total of 46 pairs of models were evaluated in an objective model-building environment. Either logistic regression or...