JSM 2005 Online Program

Abstract #303971

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:	368
Type:	Contributed
Date/Time:	Wednesday, August 10, 2005 : 8:30 AM to 10:20 AM
Sponsor:	Section on Statistics and Marketing
Abstract - #303971
Title:	A Bayesian Approach to Linkage Research
Author(s):	Shon Magnan*+ and Michael Conklin
Companies:	GfK Custom Research, Inc. and GfK Custom Research, Inc.
Address:	8401 Golden Valley Rd, Minneapolis, MN, 55427, United States
Keywords:	Hierarchical Bayes ; Linkage Research ; unit of analysis ; Employee Satisfaction ; Customer Satisfaction
Abstract:	Managed effectively, linking research provides organizational practitioners with a quantitative roadmap to influence employee and customer attitudes and ultimately bottom-line productivity and financial results. Not surprisingly, these benefits have prompted a number of organizations to attempt linking studies. It is not uncommon, however, to find that linking can pose a number of significant statistical problems. To achieve a one-to-one correspondence, researchers average or aggregate individual employee or customer attitudes up to the chosen unit of analysis. However, it can be difficult to achieve a sufficient number of units of analysis to perform the "linking." This study illustrates "linking" using an HB model. Data were collected for a national retailer from several sources. By using an HB approach, we were able to find significant relationships between our data sources. National brand strength was a significant predictor of buyer experience. Buyer experience and brand strength also impacted sales and traffic. However, ad spending had a negative impact, as ads seemed to drive high levels of traffic, making it difficult for employees to service customers.

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