Improving the Estimation Procedure for the Beta Binomial TV Exposure Model
Open Access
- 1 November 1981
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 18 (4) , 442-448
- https://doi.org/10.1177/002224378101800405
Abstract
The authors propose an improved model for estimating audience exposure to network television, and test this model against the best previously reported models. The model involves a new method for estimating a beta binomial distribution, which is used to model the frequency distribution of exposure. The new estimation procedure takes explicitly into account several characteristics specific to network television.Keywords
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