A Bayesian Approach to Test Market Selection

A model that addresses the problem of selecting test units for test marketing is described. The model is based on Bayesian procedures and utilizes data on the relationships between test unit sales and equilibrium market performance. An illustrative application incorporates the use of historical data in a Bayesian decision framework.

• 저널Management Science · 27(12) · 1351–1369
• 토픽Sports Analytics and Performance · Economics and Econometrics
• DOI10.1287/mnsc.27.12.1351
• 저자Vithala R. Rao, Frederick W. Winter