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Apr 7, 2021 · Artificial Intelligence

How to Use CHAID Decision Trees in SPSS for Market Segmentation

This article explains why simple single‑feature analysis can miss important user groups, introduces decision trees—especially the CHAID algorithm—as a way to uncover multi‑attribute segments, and provides step‑by‑step instructions for building descriptive and predictive trees in SPSS, including how to interpret tree visuals and benefit tables.