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THE BERNOULLI MODELS
FIRSTORDER MARKOV MODELS
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advertising analysis applied ARBITRARY CONTAGION assumed Bernoulli assumption Bernoulli hypothesis Bernoulli model Bernoulli process beta contagion beta distribution brand preferences Brand-Switching Models Carmen chapter chi-square statistic Chicago Tribune Panel coffee confidence level considered consumer brand-switching behavior consumer panel current purchase decision degrees of freedom distributed as chi-square distributed beta eight purchases empirical results estimating the parameters Expected number families favorite brand FORTRAN FORTRAN IV four purchases frequency of purchase Furthermore future demand heavy buyers homogeneity Kuehn learning effect light buyers linear learning model Markov chain Massy and Frank Model for Tea Note null hypothesis number of l's number of purchases Observed number overlapping particular brand past history past purchases population probability of purchasing Purchase at t+1 purchase frequencies purchase histories Purchase Operator random variable regression Rejection Operator slopes stationarity statistical test string of purchases subroutine sumer total number transition matrix Tribune panel data triplet zero-order