Schulze, HolgerSpiller, AchimWenkel, K.-O.Wagner, P.Morgenstern, M.Luzi, K.Eisermann, P.2019-08-262019-08-2620063-88579-172-2https://dl.gi.de/handle/20.500.12116/24735Primary marketing research is a decisive tool to enhance firm's internal decision making process. The main focus of the following study is on the suitability of Artificial Neural Networks for primary data analysis. Therefore, a comparison with multivariate methods is conducted using theoretically derived evaluation criteria. We show that, other than for secondary research, application of Artificial Neural Networks does not improve statistical quality of results. For practical application, their usefulness is limited by their black box character.deText/Conference Paper1617-5468