List Augmentation with Model Based Multiple Imputation: A Case Study Using a Mixed-Outcome Factor Model

Statistica Neerlandica (2003) Vol. 57, nr. 1, pp. 46–57

12 Pages Posted: 14 Feb 2014

See all articles by Wagner A. Kamakura

Wagner A. Kamakura

Rice University

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Date Written: 2003

Abstract

This study concerns list augmentation in direct marketing. List augmentation is a special case of missing data imputation. We review previous work on the mixed outcome factor model and apply it for the purpose of list augmentation. The model deals with both discrete and continuous variables and allows us to augment the data for all subjects in a company’s transaction database with soft data collected in a survey among a sample of those subjects. We propose a bootstrap-based imputation approach, which is appealing to use in combination with the factor model, since it allows one to include estimation uncertainty in the imputation procedure in a simple, yet adequate manner. We provide an empirical case study of the performance of the approach to a transaction data base of a bank.

Keywords: factor analysis, simulated likelihood, multiple imputation

Suggested Citation

Kamakura, Wagner A. and Wedel, Michel, List Augmentation with Model Based Multiple Imputation: A Case Study Using a Mixed-Outcome Factor Model (2003). Statistica Neerlandica (2003) Vol. 57, nr. 1, pp. 46–57. Available at SSRN: https://ssrn.com/abstract=2395287

Wagner A. Kamakura (Contact Author)

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

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