Bass, Frank M.; Givon, Moshe M.; Kalwani, Manohar U.; … - In: Marketing Science 3 (1984) 4, pp. 267-287
This paper investigates the order of the brand choice process at the individual family level using a variety of tests: , likelihood ratio, binomial runs, and multinomial runs tests. The test of stationarity developed permits separate analyses for stationary and nonstationary purchase sequences....