IMPROVING THE ESTIMATION PROCEDURE FOR THE BETA BINOMIAL TV EXPOSURE MODEL

被引：16

作者：

RUST, RT

KLOMPMAKER, JE

机构：

[1] UNIV TEXAS, AUSTIN, TX 78712 USA

[2] UNIV N CAROLINA, CHAPEL HILL, NC 27514 USA

来源：

关键词：

D O I：

10.2307/3151337

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：442 / 448

页数：7

共 25 条

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[6]

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[7]

GREENE JD, 1967, ADVERTISING REACH FR

HEADEN, RS ;

KLOMPMAKER, JE ;

RUST, RT .

[9]

HEADEN RS, 1976, J ADVERTISING RES, V16, P49

[10]

HEADEN RS, 1979, J ADVERTISING RES, V19, P49