haku: @author Srinivasan, K. / yhteensä: 17
viite: 7 / 17
| Tekijä: | Murthi, B. Srinivasan, K. |
| Otsikko: | Performance of the integrated random coefficients covariance probit model: implications for brand choice |
| Lehti: | International Journal of Research in Marketing
1998 : MAY, VOL. 15:2, p. 137-156 |
| Asiasana: | MODELS BRANDS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | In probit brand choice models, researchers increasingly focus on random variation of key parameters of interest. An important source of such variation may be due to differing consumer response to marketing efforts across purchase occasions. Also, variables common across alternatives influence purchase behavior, but may not be measured. The authors highlight the potential for misleading managerial inferences by contrasting the model with both sources of variation against nested models, using empirical data on ketchup product category. |
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