Testing Brand - Switching Models
Open Access
- 1 November 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 3 (4) , 401-409
- https://doi.org/10.1177/002224376600300411
Abstract
In most proposed models of consumer behavior, analytical methods of parameter estimation have proven intractable. In this article a computational method for obtaining minimum chi-square estimates is presented. In this method a goodness-of-fit statistic that can be used for testing hypotheses is a by-product of the parameter estimation. A quantitative approach for discriminating among competing models of consumer behavior is also developed. Some empirical results are presented to illustrate the concepts developed.Keywords
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