Advanced Econometric Marketing Models

textabstractDe recente toename in de beschikbaarheid van grote marketingdatabases heeft geleid tot een groei in de vraag naar geschikte econometrische modellen. Over het algemeen bevatten deze databases gegevens over de voorkeuren van consumenten. Deze voorkeuren kunnen worden weergegeven door marktaandelen, totale verkopen of merkkeuzebeslissingen. Econometrische modellen vormen handige hulpmiddelen om nuttige informatie over consumentengedrag uit deze databases te halen. In dit proefschrift bespreken wij econometrische modellen voor marktaandelen, tussenaankooptijden en merkkeuzebeslissingen. Deze modellen kunnen bijvoorbeeld worden gebruikt om inzicht te verkrijgen in het effect van marketinginstrumenten op het gedrag van consumenten. Voorbeelden van de onderwerpen die worden besproken zijn heterogeniteit in beslissingsprocessen en de ontwikkeling van eenvoudig te interpreteren modellen voor dynamische eigenschappen van marktaandelen en tussenaankooptijden. Daarnaast leveren wij een bijdrage aan de econometrische literatuur door de uitbreiding en ontwikkeling van modellen en schattingstechnieken.

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