Improving the Estimation Procedure for the Beta Binomial TV Exposure Model

The authors propose an improved model for estimating audience exposure to network television, and test this model against the best previously reported models. The model involves a new method for estimating a beta binomial distribution, which is used to model the frequency distribution of exposure. T...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing research 1981-11, Vol.18 (4), p.442-448
Main Authors: Rust, Roland T., Klompmaker, Jay E.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Approximation
Audiences
Beta
Binomial distribution
Binomial distributions
Binomials
Estimating techniques
Estimation methods
Exposure
Frequency distribution
Human error
Marketing
Modeling
Schedules
Statistical methods
Statistical variance
Television
Television networks
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The authors propose an improved model for estimating audience exposure to network television, and test this model against the best previously reported models. The model involves a new method for estimating a beta binomial distribution, which is used to model the frequency distribution of exposure. The new estimation procedure takes explicitly into account several characteristics specific to network television.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224378101800405