Estimating the Proportion of "Always Buy" and "Never Buy" Consumers: A Likelihood Ratio Test with Sample Size Implications
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Estimating the Proportion of "always Buy" and "never Buy" Consumers: a Likelihood Ratio Test with Sample Size Implications
The likelihood ratio test is presented as a natural method to test for the presence of "always buy" and "never buy" consumers. The purchase sequence lengths and sample sizes required to estimate the proportions of these buyers are determined through the use of simulated data. Our method was then applied to two sets of well known data first analyzed by Aaker [1] and Montgomery [8]. The empirical...
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ژورنال
عنوان ژورنال: Journal of Marketing Research
سال: 1977
ISSN: 0022-2437
DOI: 10.2307/3151209