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In market research, CHAID is the acronym for 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.

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