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Validation d'un modèle d'évaluation de la publicité pour système-expert

Author

Listed:
  • B. Neibecker

    (Insitut für Entscheidungstheorie und Unternehmensforschung der Universität Karlsruhe)

Abstract

La validité d'un système-expert devrait en conditionner l'acceptation. Nous vérifierons dans cet article la validité du système-expert ESWA, destiné à l'évaluation de la publicité, en nous appuyant sur des résultats «objectifs» d'études de marché. Le «modèle simultané d'évaluation de l'impact de la publicité» (ESWA), récemment développé, sera dans le même temps soumis à un test empirique. A l'aide d'une simulation de type Monte Carlo, nous déterminerons enfin un seuil d'interprétation des résultats de validation d'un modèle d'impact de la publicité qui se fonde sur les sciences du comportement. 37 000 données d'utilisateurs et faits déduits de l'ESWA ainsi que 11 000 personnes — interrogées dans le cadre d'une étude de marché — seront prises en compte par cette analyse.

Suggested Citation

  • B. Neibecker, 1997. "Validation d'un modèle d'évaluation de la publicité pour système-expert," Post-Print hal-02016865, HAL.
    • Handle: RePEc:hal:journl:hal-02016865
    as

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