JSM 2005 Online Program

Abstract #302918

This is the preliminary program for the 2005 Joint Statistical Meetings in Minneapolis, Minnesota. Currently included in this program is the "technical" program, schedule of invited, topic contributed, regular contributed and poster sessions; Continuing Education courses (August 7-10, 2005); and Committee and Business Meetings. This on-line program will be updated frequently to reflect the most current revisions.

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Activity Number:	528
Type:	Contributed
Date/Time:	Thursday, August 11, 2005 : 10:30 AM to 12:20 PM
Sponsor:	Section on Survey Research Methods
Abstract - #302918
Title:	A Test for Judging the Number-One Product in a Marketing Survey: A Multinomial Approach with Incomplete Rank Data
Author(s):	Chien-Hua Wu*+ and Shu-Mei Wan and Che-Wei Hsin
Companies:	Chung-Yuan Christian University and Lunghwa University of Science and Technology and Chung-Yuan Christian University
Address:	200 Chung Pei Road, Chung Li, 32023, Taiwan
Keywords:	baseline-Categorical logit model ; multinomial approach ; face-to-face survey
Abstract:	One area of business activity that depends on detailed sampling activities is marketing. Decisions on new products to market are made on the basis of sample survey data. Data often are obtained from a face-to-face survey. A person asked to answer a survey question may or may not be able to rank products completely according to his/her experience. The more products in the survey, the more incomplete ranks in the dataset. This proposal categorizes data into complete rank data and incomplete rank data before applying the multinomial approach to obtain reasonable estimators for all possible ranks. Consequently, a test between two products also is provided using the Delta Method to approximate such a distribution. Finally, the baseline-categorical logit model is introduced to see if the differences are changed with respect to the level of predictor variables.

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