Analysis for marketing decisions often involves the consideration of several alternative statistical models. As an intermediate step prior to making policy decisions, a single model is typically selected and used to guide subsequent decisions. In this paper, Bayesian model comparison methods are...

In a recent paper (Management Science, Vol. 19, No. 11, pp. 1213-1221) Morrison presents an interesting and useful explanation relating to empirical studies in market segmentation and their marked failure in explaining much of the variance in individual purchasing behavior. The explanation...