Decision tables

Decision tables

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Article ID: iaor20083256
Country: United States
Volume: 21
Issue: 4
Start Page Number: 109
End Page Number: 120
Publication Date: Aug 2007
Journal: Journal of Travel & Tourism Marketing
Authors: , , ,
Keywords: decision: studies, decision: applications
Abstract:

This article discusses an alternative approach in analyzing and modelling consumer decision processes: decision tables. Decision tables represent means of formalizing choice rules or heuristics. The focus of this approach thus is not on quantitative, probabilistic relationships between a set of explanatory variables and choice probabilities but on a set of conditions and states that lead to particular actions. Decision tables have therefore been primarily used in the context of rule-based simulation models of consumer choice behaviour.

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