The Synthesis of Predictive Models in Marketing Research
Open Access
- 1 May 1979
- journal article
- other
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 16 (2) , 280-283
- https://doi.org/10.1177/002224377901600213
Abstract
A formal procedure for synthesizing the variety of predictive models usually available to the market research analyst is presented as a practical method. Two case studies indicate its feasibility. The method is Bayesian, involving the assignment of subjective probabilities to the various predictive models and the revision of these prior model probabilities according to a Dirichlet process if a set of performance data is available.Keywords
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