A Bayesian Approach to Test Market Selection

A model that addresses the problem of selecting test units for test marketing is described. The model is based on Bayesian procedures and utilizes data on the relationships between test unit sales and equilibrium market performance. An illustrative application incorporates the use of historical data in a Bayesian decision framework.

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Year of publication:	1981
Authors:	Rao, Vithala R. ; Winter, Frederick W.
Published in:	Management Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0025-1909. - Vol. 27.1981, 12, p. 1351-1369
Publisher:	Institute for Operations Research and the Management Sciences - INFORMS
Subject:	forecasting \| marketing: new products \| statistics: Bayesian

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Extent:	application/pdf
Type of publication:	Article
Other identifiers:	10.1287/mnsc.27.12.1351 [DOI]
Source:	RePEc - Research Papers in Economics

Persistent link: https://ebvufind01.dmz1.zbw.eu/10009214761