Inferring the Order of the Choice Process Using Consumer Purchase Histories
利用消费者购买历史推断选择过程的阶数
The small sample properties of the multinominal runs test, which is often used to test for effects of previous brand choices on current brand choice probabilities, are explored in this study through a Monte Carlo study of different buyer-level brand choice probability models. The power and the actual size of this test, under a null hypothesis of no previous brand choice effects, are shown to depend on the nature of the true underlying model, length of purchase history, and…