Statistical
Modelling in Market ResearchStatistical
Modelling in Market Research|
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Advertisement testing
Assume there is a list of M products from which
some number N of respondents select the most preferable one before and
after the advertisement of one of these products. The problem is to test
the hypothesis that the advertisement is good enough to increase sales
of the product up to a certain level. This seemingly easy problem can be
approached via quite sophisticated statistical models describing the mechanism
of consumer behaviour. Study of these models requires nonstandard statistical
thinking.
Probabilistic
description of consumer purchase behaviour
It is well-known that the Gamma-Poisson and Polya
urn schemes are very well suited to describe consumer purchase
behaviour in the market.
Research in the present direction includes numerical
and theoretical study of the dynamical models leading to these schemes,
study of probability distributions arising under different conditioning
arguments, asymptotic properties of various statistical procedures concerning
the parameters of the negative binomial and Dirichlet distributions.
Multivariate statistical
analysis of questionaires
The objective is development of a methodology of
exploratory analysis of typical questionary data, construction of suitable
parametric models and making statistical inference in them. The parametric
statistical problems arising include inference in a mixed regression model.
See also: Multivariate Statistical Analysis