Abstract

http://ssrn.com/abstract=945836
 
 

References (40)



 


 



Efficient Experimental Designs for Hyperparameter Estimation: Learning When Effect-Sizes are Large


Qing Liu


University of Wisconsin-Madison

Angela Dean


Ohio State University (OSU)

David Bakken


Harris Interactive

Greg M. Allenby


Ohio State University (OSU) - Department of Marketing and Logistics

April 2007

Fisher College of Business Working Paper No. #

Abstract:     
Research in marketing, and business in general, involves understanding when effect-sizes are expected to be large and when they are expected to be small. Understanding the contexts in which consumers are sensitive to offers, and variables such as price, is an important aspect of merchandising, selling and promotion. In this paper, we propose efficient methods of learning about contextual factors that influence consumer preference and sensitivities within the context of a hierarchical Bayes model. A design criterion is developed for hierarchical linear models, and validated in a study of the level effect in conjoint analysis using a national sample of respondents. Extensions to other model structures are discussed.

Number of Pages in PDF File: 38

Keywords: Hierarchcial Bayes, Level Effect, Linear Model

JEL Classification: C11, C42, C91, M30

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Date posted: November 18, 2006  

Suggested Citation

Liu, Qing and Dean, Angela and Bakken, David and Allenby, Greg M., Efficient Experimental Designs for Hyperparameter Estimation: Learning When Effect-Sizes are Large (April 2007). Fisher College of Business Working Paper No. #. Available at SSRN: http://ssrn.com/abstract=945836 or http://dx.doi.org/10.2139/ssrn.945836

Contact Information

Qing Liu (Contact Author)
University of Wisconsin-Madison ( email )
United States
608-263-9298 (Phone)
HOME PAGE: http://bus.wisc.edu/faculty/qing-liu
Angela Dean
Ohio State University (OSU) ( email )
Blankenship Hall-2010
901 Woody Hayes Drive
Columbus, OH OH 43210
United States
David Bakken
Harris Interactive ( email )
United States
Greg M. Allenby
Ohio State University (OSU) - Department of Marketing and Logistics ( email )
2100 Neil Avenue
Columbus, OH 43210-1144
United States

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