Novak, Thomas P.; Stangor, Charles - In: Marketing Science 6 (1987) 1, pp. 82-97
Weighted least squares (WLS) analysis of categorical data is used to provide a general framework for the analysis of brand switching data. As in an earlier approach described by Urban, Johnson, and Hauser (Urban, G. L., P. L. Johnson, J. R. Hauser. 1984. Testing competitive market structures....