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CHAID (Chi-square Automatic Interaction Detection)
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CHAID (Chi-square Automatic Interaction Detection)
CHAID is based on a form of significance testing and is often applied to direct marketing applications, where it can be utilised to understand how a group of consumers' responses to one set of variables affect their views on other variables.
One of the key benefits of CHAID is that the outputs produced are very visual, and simple to interpret – however, it is best applied to large data sets as, due to the use of multiway splits, smaller data sets can quikcly become too small to be considered reliable enough.
CHAID is one of the techniques researchers at DJS Research can use to analyse data.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
