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Sample Size Requirements for Zero-Order Models
1980
Journal of Marketing Research
This paper investigates the sensitivity of maximum likelihood estimates with a view to finding out how many individuals are needed and how many purchases are required for each individual to accurately estimate parameters for zero order models. Our results reveal that the estimation of the typically formulated original parameters requires about 2000 individuals with 5 purchases per consumer. In many zero order applications, however, knowledge of market share and loyalty index, which are both
doi:10.2307/3150932
fatcat:jhsdb6q52be2hh2zbkzt5k3huy