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

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Item type:	Article
Journal or Publication Title:	European Journal of Operational Research
Volume:	174
Number of Issue or Book Chapter:	2
Page Range:	pp. 1009-1020
Date:	October 2006
Institutions:	Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Marketing (Prof. Dr. Harald Hruschka)
Keywords:	Sales response; Hierarchical Bayes; Multilayer perceptron; Neural networks; Marketing
Dewey Decimal Classification:	300 Social sciences > 330 Economics
Status:	Published
Refereed:	Yes, this version has been refereed
Created at the University of Regensburg:	Yes
Item ID:	2092

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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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