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Relevance of Functional Flexibility for Heterogeneous Sales Response Models: A Comparison of Parametric and Semi-Nonparametric Models

DOI to cite this document:
10.5283/epub.2092
Hruschka, Harald
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Date of publication of this fulltext: 05 Aug 2009 13:36


Abstract

So far studies estimating sales response functions on the basis of store-specific data either consider heterogeneity or functional flexibility. That is why in this contribution a model is developed possessing both these features. It is a multilayer perceptron with store-specific coefficients which follows a hierarchical Bayesian framework. An appropriate Markov Chain Monte Carlo estimation ...

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