The advertising and communications literature has already provided multiple frameworks to help advertisers choose the proper media for the types of products and services they wish to promote. We attempt to consolidate these competing (but consistent) frameworks into a common set of media...

In a lead article published by the Journal of Marketing Research in 2007, Bergkvist and Rossiter (2007) recommend that “for the many constructs in marketing that consist of a concrete singular object and a concrete attribute, such as AAd or ABrand, single-item measures should be used (page...

Most customer-focused enterprises now have the ability to maintain a historical record of their customer transactions over a period of time. In this study we propose a new framework for customer analysis that takes advantage of this historical record, identifying typical states or segments...

Even though runoff elections are one of the most (if not the most) common forms of presidential elections in the world, voter-choice behavior in these two-round elections has been rarely researched. Two-round elections provide unique opportunities for both political analyst and consultant. They...

Individual viewing decisions have a direct impact on the media planning of television advertisers and, consequently, on the revenues of the major television networks. This paper represents an attempt to better understand these decisions. We use Nielsen people meter data to build a perceptual...

The authors discuss some shortcomings of probabilistic choice models which do not capture product interdependencies. When substitutional relationships are present in the marketplace, these models may lead to biased estimates for choice/market shares. A probabilistic choice model which accounts...

We develop a general class of factor-analytic models for the analysis of multivariate (truncated) count data. Dependencies in multivariate counts are of interest in many applications, but few approaches have been proposed for their analysis. Our model class allows for a variety of distributions...