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—Discussion of the Article “Website Morphing”

Author

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  • Andrew Gelman

    (Departments of Statistics and Political Science, Columbia University, New York, New York 10027)

Abstract

The article under discussion illustrates the trade-off between optimization and exploration that is fundamental to statistical experimental design. In this discussion, I suggest that the research under discussion could be made even more effective by checking the fit of the model by comparing observed data to replicated data sets simulated from the fitted model.

Suggested Citation

  • Andrew Gelman, 2009. "—Discussion of the Article “Website Morphing”," Marketing Science, INFORMS, vol. 28(2), pages 226-226, 03-04.
    • Handle: RePEc:inm:ormksc:v:28:y:2009:i:2:p:226-226
    DOI: 10.1287/mksc.1080.0476
    as

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    File URL: http://dx.doi.org/10.1287/mksc.1080.0476
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    References listed on IDEAS

    as
    1. John R. Hauser & Glen L. Urban & Guilherme Liberali & Michael Braun, 2009. "Website Morphing," Marketing Science, INFORMS, vol. 28(2), pages 202-223, 03-04.
    2. John R. Hauser & Glen L. Urban & Guilherme Liberali & Michael Braun, 2009. "—Response to Comments on “Website Morphing”," Marketing Science, INFORMS, vol. 28(2), pages 227-228, 03-04.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    discussion; Web; morphing;
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