Bayesian Statistics and Marketing

Beschreibung

The past decade has seen a dramatic increase in the use of Bayesianmethods in marketing due, in part, to computational and modellingbreakthroughs, making its implementation ideal for many marketingproblems. Bayesian analyses can now be conducted over a wide rangeof marketing problems, from new product introduction to pricing,and with a wide variety of different data sources. Bayesian Statistics and Marketing describes the basicadvantages of the Bayesian approach, detailing the nature of thecomputational revolution. Examples contained include household andconsumer panel data on product purchases and survey data, demandmodels based on micro-economic theory and random effect models usedto pool data among respondents. The book also discusses the theoryand practical use of MCMC methods. Written by the leading experts in the field, this uniquebook: * Presents a unified treatment of Bayesian methods in marketing,with common notation and algorithms for estimating the models. * Provides a self-contained introduction to Bayesianmethods. * Includes case studies drawn from the authors' recentresearch to illustrate how Bayesian methods can be extended toapply to many important marketing problems. * Is accompanied by an R package, bayesm, which implementsall of the models and methods in the book and includes manydatasets. In addition the book's website hosts datasets and Rcode for the case studies. Bayesian Statistics and Marketing provides a platform forresearchers in marketing to analyse their data withstate-of-the-art methods and develop new models of consumerbehaviour. It provides a unified reference for cutting-edgemarketing researchers, as well as an invaluable guide to thisgrowing area for both graduate students and professors, alike.

Autor*in

Peter Rossi

Themen in »Bayesian Statistics and Marketing«

Bayesian Analysis Bayessches Verfahren Bayes-Verfahren Business & Management Marketing & Sales Marketing u. Vertrieb Statistics Statistik Wirtschaft u. Management

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"..an asset for business schools and marketing researchers."(Technometrics, May 2007) "'Bayesian Statistics and Marketing' comes from three pioneersin the field of market research and fills a hole in the existingliterature on the topic." (Journal of the American StatisticalAssociation, December 2006) "...extremely useful to both researchers and practitionerswho are interested in understanding the power of these methods forsolving important marketing problems." (Journal ofMarketing, October 2006) " This bookdeserves to be widely adopted by business schools, and widely readby more numerate marketing practitioners." (Short BookReviews, April 2006) " ... valuable to marketing researchers and others workingon related applications, especially if they use advanced logisticand probit models." (JRSSA, Vol. 169, No. 4, October2006) " ... an excellent book for researchers in applied Bayesianstatistics." (Journal of Applied Statistics, Vol. 33: 9,1034, November 2006) '...an important study tool for potentialpractitioners or all those researchers who study Bayesian methodsthrough "learning by doing" (Statistical Papers,48,2007)
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