A MARKOV CHAIN MODEL FOR MAGAZINE EXPOSURE |
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| Authors: | Peter J Danaher |
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| Institution: | Dept. Mathematics and Statistics, University of Waikato, Hamilton, New Zealand. |
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| Abstract: | Klotz's (1973) Markov chain model for dependent Bernoulli trials is applied to magazine exposure distributions. Simple parameter estimates are derived and are shown to compare well with the maximum likelihood estimates. The Markov model is fitted to forty magazines from a large print media survey and compares favourably with the most popular non-proprietary magazine model, the beta-binomial model. In addition, the Markov model is used to simulate magazine exposure distributions. |
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| Keywords: | Beta-binomial modified beta-binomial Markov chain magazine exposure distribution simulation |
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