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Titolo:
A BAYESIAN-APPROACH FOR ESTIMATING TARGET MARKET POTENTIAL WITH LIMITED GEODEMOGRAPHIC INFORMATION
Autore:
PUTLER DS; KALYANAM K; HODGES JS;
Indirizzi:
PURDUE UNIV,KRANNERT GRAD SCH MANAGEMENT W LAFAYETTE IN 47907 SANTA CLARA UNIV,LEAVEY SCH BUSINESS,DEPT MKT SANTA CLARA CA 00000 UNIV MINNESOTA,SCH PUBL HLTH,DIV BIOSTAT MINNEAPOLIS MN 55455
Titolo Testata:
Journal of marketing research
fascicolo: 2, volume: 33, anno: 1996,
pagine: 134 - 149
SICI:
0022-2437(1996)33:2<134:ABFETM>2.0.ZU;2-C
Fonte:
ISI
Lingua:
ENG
Tipo documento:
Article
Natura:
Periodico
Settore Disciplinare:
Physical, Chemical & Earth Sciences
Citazioni:
28
Recensione:
Indirizzi per estratti:
Citazione:
D.S. Putler et al., "A BAYESIAN-APPROACH FOR ESTIMATING TARGET MARKET POTENTIAL WITH LIMITED GEODEMOGRAPHIC INFORMATION", Journal of marketing research, 33(2), 1996, pp. 134-149

Abstract

The authors develop a Bayesian approach for inferring the joint distribution of several demographic variables when only information about the marginal distribution of each variable is known and when there is prior information about the correlation between the variables, Using public domain U.S. Census Bureau geodemographic data for Sioux Falls andthe state of South Dakota, they apply the approach to four specific marketing problems, two involving direct mail advertising campaigns andtwo involving the location of a retail site. The empirical applications illustrate the serious bias that results from the assumption that the demographic variables are independent of each other, Overall, the Bayesian approach recovers the underlying joint distribution of the variables of interest well and is unique in its ability to provide a measure of uncertainty about the resulting estimates, Hypothesis testing and the construction of confidence intervals are illustrated in the context of a retail site location application. The results of a Monte Carte experiment indicate that the Bayesian approach recovers joint densities under a variety of conditions in a robust manner.

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