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Marketers often use A/B testing as a tool to compare marketing treatments in a test stage and then deploy the better-performing treatment to the remainder of the consumer population. While these tests have traditionally been analyzed using hypothesis testing, we re-frame them as an explicit...
Persistent link: https://www.econbiz.de/10012897659
This essay contributes to the development of models that allow for heterogeneity across respondents in the error scale of the multinomial logit model. The potential to explain respondent heterogeneity by differences in error scale has been recognized for some time (Louviere 2001), but models...
Persistent link: https://www.econbiz.de/10013147153
This paper presents a unified statistical model designed to measure brand equity as it changes over time; and gauge the impact of increased brand equity on consumer's product choices. Our model extends traditional models of brand equity which posit that strong brands are simply "more preferred"...
Persistent link: https://www.econbiz.de/10012991610
Conjoint is one of the most popular methods in marketing research, widely used to understand how customers trade-off features of a product. Since product images have a strong influence on customer choice, it is natural to include images in conjoint studies. However, estimating the effect of...
Persistent link: https://www.econbiz.de/10014038801
Because frequently random assignment is not feasible in educational studies, our understanding of causal effects of student characteristics on academic performance has made little progress over the years. Omitted variables inducing correlations between regressors and error terms in multilevel...
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Empirical demand functions (based on experimental studies, such as Choice Based Conjoint) are critical to many aspects of marketing, such as targeting and segmentation, setting prices and evaluating the potential of new products. While considerable work has been done on developing approaches for...
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