Journal
MARKETING SCIENCE
Volume 22, Issue 4, Pages 442-460Publisher
INFORMS
DOI: 10.1287/mksc.22.4.442.24910
Keywords
data enrichment; choice models; scanner panel; choice experiment
Categories
Ask authors/readers for more resources
This research examines the methods, viability, and benefits of pooling scanner panel choice data with compatible preference data from designed choice experiments. The fact that different choice data sources have diverse strengths and weaknesses suggests it might be possible to pool multiple sources to achieve improved models, due to offsetting advantages and disadvantages. For example, new attributes and attribute levels not included in the scanner panel data can be introduced via the choice experiment, while the scanner panel data captures preference dynamics, which is, at best, difficult with experimental data. Our application, involving liquid laundry detergent, establishes the feasibility and desirability of doing such augmentations of scanner panel data: The joint scanner panel/choice experiment model has significantly better prediction performance on a holdout data set than does a pure scanner panel model. Thus, we extend the concept of choice data enrichment into another domain and demonstrate that data enrichment can add significantly to one's understanding of preferences reflected in scanner panel data.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available