Bootstraping in Direct Marketing:Bruce Ratner, Ph.D.
A New Approach for
Validating Response Models
Traditional validation of a response model is based on a 'hold-out' sample, which consists of individuals who are not part of the sample used in building the model itself. The validation results are probably biased and definitely incomplete - unless a resampling method is used. This article points to the weaknesses of the traditional validation, and then presents a new approach for validating response models using the bootstrap.
1. Creating A Bootstrap Sample
2. When Data Are Too Large to Handle in the Memory of Your Computer
3. A Simple Bootstrap Variable Selection Method for Building Database Marketing Models
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