LOG-LINEAR TREES - MODELS OF MARKET-STRUCTURE IN BRAND SWITCHING DATA

被引：11

作者：

NOVAK, TP

机构：

来源：

JOURNAL OF MARKETING RESEARCH | 1993年 / 30卷 / 03期

关键词：

D O I：

10.2307/3172881

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Log-linear trees restrict the log-linear model of quasi-symmetry so that parameters are interpretable as arc lengths in an additive tree. The tree representation can be interpreted further in terms of consumer heterogeneity, affording a dual interpretation in terms of both market structure and opportunities for market segmentation.

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页码：267 / 287

页数：21

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