The Bayesian revolution in marketing research

List of publications
Visual Description
Visual Description

Author(s): David G. Bakken
Collection: Innovate 2005
Keywords: Statistic Analysis, Innovation

ESOMAR Excellence Award Nominee - Best Paper 2005/2006
PDF Version
Display prices in :
EUR 15.00
Members: EUR 12.00

This paper describes the paradigm shift that has been occurring in the statistical analysis of marketing data over the past 10 years. The new paradigm reflects a perspective on probability that was first proposed in the 18th century by Thomas Bayes, an English clergyman.

These new methods of analysis offer better solutions to a wider range of marketing problems than classical statistical methods. After a brief introduction to the Bayesian view of probability, the paper discusses the potential impact of Bayesian analysis on managerial decision-making.

Two case studies demonstrate the power of these methods for understanding and predicting consumer behavior.



Date of publication: 27.02.2005
ISBN: 92 831 1372 1
Order Code: S293-20
Number of pages: 21

Shopping basket

Your basket is empty

Login to obtain special prices (members) and to download publications.

 Login  Send me my password

Not a member? Read more about membership benefits

For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Customer Service:
publications@esomar.org