Variables importance in questionnaire data on advertising |
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| Authors: | Aniceta Cymbala Marcin Owczarczuk |
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| Affiliation: | 1. Diabetes Care Center, Salinas, California, United States;2. IDIBELL-Hospital Universitari Bellvitge, CIBERDEM, Barcelona, Spain;;3. Florida Hospital, Orlando, Florida, United States;4. Department of Endocrinology, Ochsner Medical Center, New Orleans, Louisiana, United States;5. Novo Nordisk A/S, S?borg, Denmark;;6. Department of Medical and Surgical Sciences, University Magna Graecia of Catanzaro, Italy.;1. General Clinical Research Center, Taipei Veterans General Hospital, Taipei, Taiwan;2. Department of Medical Research, Taipei Veterans General Hospital, Taipei, Taiwan;3. Department of Medicine, Taipei Veterans General Hospital, Taipei, Taiwan;4. Department of Family Medicine, Taipei Veterans General Hospital, Taipei, Taiwan;5. School of Medicine, National Yang-Ming University, Taipei, Taiwan;6. Cardiovascular Research Center, National Yang-Ming University, Taipei, Taiwan;7. Institute of Hospital and Health Care Administration, National Yang-Ming University, Taipei, Taiwan;1. Human Centred Design Institute, Brunel University London, London, UK;2. Faculty of Logistics, Molde University College, Molde, Norway;3. Department of Informatics, University of Bergen, Bergen, Norway;4. Department of Information Engineering, University of Florence, Florence, Italy;1. School of Chemical Engineering and Analytical Science, The University of Manchester, M13 9PL, UK;2. School of Electrical and Electronic Engineering, University of Manchester, Manchester, M13 9PL, UK |
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| Abstract: | In this article, we deal with the problem of measuring the importance of features, that determine the purchase of the product after being exposed to an advertisement. We use an algorithm called Monte Carlo feature selection, which is based on multiple usage of decision trees, to achieve a ranking of variables from the questionnaire data. Our data generation process relies on low-involvement during the advertisement watching phase and the comparison of advertised products is based on purchase in a virtual shop. |
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