Bayesian methods have become widespread in the marketing literature. We review the essence of the Bayesian approach and explain why it is particularly useful for marketing problems. While the appeal of the Bayesian approach has long been noted by researchers, recent developments in computational...

The quantity of any good demanded by consumers is dependent on the attributes and benefits of an offering, the rate at which marginal utility of the offering decreases, and the availability of substitutes. Traditional conjoint models focus on attributes and benefits, but have not incorporated...

We propose an alternative approach to obtaining SKU-level preferences and response sensitivities. An attribute-level model in which the unit of analysis is the market share for an alternative created by aggregation e.g., Colgate toothpaste) is distinguished from a truly disaggregate SKU-level...