The Dirichlet Multinomial Distribution as a Magazine Exposure Model-Reference-Cited by-同舟云学术

The Dirichlet Multinomial Distribution as a Magazine Exposure Model

Published:1984-02 Issue:1 Volume:21 Page:100-106
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Leckenby John D.¹,Kishi Shizue²

Affiliation:

1. Department of Advertising, University of Illinois at Urbana-Champaign.

2. Nagoya University of Commerce and Business Administration, Nagoya, Japan.

Abstract

The authors examine methods by which the Dirichlet multinominal distribution (DMD) can be parameterized in the modeling of magazine media exposure distributions. The performance of alternative methods of parameter estimation of the DMD is compared with that of three other exposure distribution models. Performance is assessed in terms of accuracy of predicted versus observed distributions on 515 tabulated schedules derived from 1979 SMRB data. Results show the DMD is superior in performance to all other models tested, including the popular beta binomial distribution (BBD).

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224378402100110

Reference38 articles.

1. ADMOD: An Advertising Decision Model

2. Advertising Age (1980), cover of September 11 issue.

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