Neural Networks as Statistical Tools for Business Researchers

Artificial neural networks are rapidly gaining popularity in the hard sciences and in social science. This article discusses neural networks as tools business researchers can use to analyze data. After providing a brief history of neural networks, the article describes limitations of multiple regression. Then, the characteristics and organization of neural networks are presented, and the article shows why they are an attractive alternative to regression. Shortcomings and applications of neural networks are reviewed, and neural network software is discussed.

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