haku: @author Kumar, A. / yhteensä: 25
viite: 22 / 25
| Tekijä: | Kumar, A. Sashi, C. M. |
| Otsikko: | Confirmatory analysis of aggregate hierarchical market structures: inferences from brand switching behavior. |
| Lehti: | Journal of Marketing Research
1989 : NOV, VOL. 54: 4, p. 444-453 |
| Asiasana: | MARKET RESEARCH MARKET STRUCTURE BRANDS |
| Kieli: | eng |
| Tiivistelmä: | A probabilistic model is developed for the analysis of aggregate hierarchical market structures using brand-switching data. These structures are represented by directed graphs, and their parameters are estimated by using log-linear modeling techniques. As a demonstration, the method is applied to data on soft drinks. |
SCIMA