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| Author: | Neibecker, B. |
| Title: | Validierung eines Werbewirkungsmodells für Expertensysteme |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1996 : 2. QUARTAL, VOL. 18:2, p. 95-104 |
| Index terms: | MONTE CARLO TECHNIQUE KNOWLEDGE-BASED SYSTEMS INFORMATION ADVERTISING EVALUATION |
| Language: | ger |
| Abstract: | Concerning the use of an expert system the validity should be of central relevance. To rely on "objective" market research data, the validity of the expert system for advertising evaluation ( or ESWA ) is considered. At the same time, a specific advertising response model could be tested, delineating how advertising knowledge is handled by the expert system. It is investigated in the paper, using Monte Carlo simulation, a completely random responding user to give a benchmark against which to evaluate the significance of the results obtained from empirically based expert system expertise using a conceptual framework of behavioral theory. The analyses presented used about 37 000 user and deduced facts from ESWA and 11 000 cases from market research. |
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