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Activity Number:
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194
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Type:
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Invited
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Date/Time:
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Tuesday, August 13, 2002 : 10:30 AM to 12:20 PM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #300796 |
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Title:
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Ranking of Brands by Satisfaction of Customers: An Exploratory Approach and a Model-Based Approach
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Author(s):
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Zvi Gilula*+
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Affiliation(s):
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Hebrew University/University of Chicago
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Address:
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Hebrew University, MT. Scopus, Jerusalem, , 91905, ISRAEL
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Keywords:
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Stochastic ordering ; Collapsed tables ; chi-square decomposition ; RC models
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Abstract:
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A new methodology is presented for ranking brands on an arbitrary satisfaction scale. It avoids the unnecessary, and often misleading, use of monotone scores assigned to the categories of the scale. Employing the notion of stochastic dominance, two approaches are presented. One which is model-free, and one which is model-based. The first approach is of a data-mining nature, while the second approach is based on parsimonious modeling of stochastic dominance. Both approaches have the advantage of providing an insight into HOW and WHERE the brands differ from each other--and not just which is better than which. Real-life examples will be given to illustrate the use of the proposed methodology.
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- The address information is for the authors that have a + after their name.
- Authors who are presenting talks have a * after their name.
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