Improving the Estimation Procedure for the Beta Binomial TV Exposure Model
Journal of Marketing ResearchPublished 1 November 1981
Roland T. Rust, Jay E. Klompmaker
Citations31
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
The authors propose an improved model for estimating audience exposure to network television, and test this model against the best previously reported models. The model involves a new method for estimating a beta binomial distribution, which is used to model the frequency distribution of exposure. The new estimation procedure takes explicitly into account several characteristics specific to network television.
Keywords
Computer ScienceEngineeringSocial Sciences
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