IDEAS home Printed from https://ideas.repec.org/a/inm/ormnsc/v27y1981i12p1351-1369.html
   My bibliography  Save this article

A Bayesian Approach to Test Market Selection

Author

Listed:
  • Vithala R. Rao

    (Cornell University)

  • Frederick W. Winter

    (University of Illinois)

Abstract

A model that addresses the problem of selecting test units for test marketing is described. The model is based on Bayesian procedures and utilizes data on the relationships between test unit sales and equilibrium market performance. An illustrative application incorporates the use of historical data in a Bayesian decision framework.

Suggested Citation

  • Vithala R. Rao & Frederick W. Winter, 1981. "A Bayesian Approach to Test Market Selection," Management Science, INFORMS, vol. 27(12), pages 1351-1369, December.
    • Handle: RePEc:inm:ormnsc:v:27:y:1981:i:12:p:1351-1369
    DOI: 10.1287/mnsc.27.12.1351
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mnsc.27.12.1351
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mnsc.27.12.1351?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Günter J. Hitsch, 2006. "An Empirical Model of Optimal Dynamic Product Launch and Exit Under Demand Uncertainty," Marketing Science, INFORMS, vol. 25(1), pages 25-50, 01-02.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:27:y:1981:i:12:p:1351-1369. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.