Bayesian Networks Applied to Customer Surveys
Ron S. Kenett, Giovanni Perruca, Silvia Salini · 2011
Bayesian networks are gaining popularity in a wide range of application areas such as risk management, web data analysis, and management science. Availability of software for analysing Bayesian networks is further expanding their role in decision analysis and decision support systems. This chapter introduces Bayesian networks and their application to customer satisfaction surveys. It begins with a theoretical introduction to Bayesian networks. Then Bayesian networks are applied to the ABC survey data set and to the Eurobarometer transportation survey. The chapter proceeds with an overview of publicly available software programs that can be used to implement Bayesian networks, and compares the goals of predicting and explaining with Bayesian Networks. Bayesian networks provide models for determining cause and effect and prediction under alternative scenarios. Controlled Vocabulary Terms Bayesian network; decision analysis; process management; surveys