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| Author: | Allenby, G. |
| Title: | Hypothesis Testing with Scanner Data: The Advantage of Bayesian Methods |
| Journal: | Journal of Marketing Research
1990 : NOV, VOL. 27, p.379-389 |
| Index terms: | BAYESIAN STATISTICS REGRESSION ANALYSIS CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | An alternative Bayesian framework for evaluating regression models calibrated with scanner data is presented. The Bayesian procedure is shown to be either equal or superior to classical procedures in terms of objectivity, ease of use and ease of interpretation. Large samples cause Bayesian methods to become less dependent on subjective aspects of the prior distribution and therefore more objective. |
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