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Using survey data in inferences about purchase behaviour

Author: Gaba, Anil ; Winkler, Robert L.INSEAD Area: Technology and Operations Management Series: Working Paper ; 90/80/TM Publisher: Fontainebleau : INSEAD, 1990.Language: EnglishDescription: 13 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: Data from consumer surveys often include errors, and such errors can have serious effects on inferences about purchase behavior or other activities. In this paper a model is developed for making inferences about purchase behavior based on survey data with possible errors. A likelihood analysis reveals an identification problem, which is avoided when a Bayesian approach is taken. The model is applied with purchase recall data from two previous studies, and the analysis shows that errors can have a significant impact on inferences about purchase behavior. Ignoring such errors leads to point estimates that are systematically too high in many cases and to interval estimates that are unrealistically narrow. The effective amount of information in the survey data is reduced dramatically by the presence of errors. These results have important implications for the use and value of survey data in studies of purchase behavior and in many other areas
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Data from consumer surveys often include errors, and such errors can have serious effects on inferences about purchase behavior or other activities. In this paper a model is developed for making inferences about purchase behavior based on survey data with possible errors. A likelihood analysis reveals an identification problem, which is avoided when a Bayesian approach is taken. The model is applied with purchase recall data from two previous studies, and the analysis shows that errors can have a significant impact on inferences about purchase behavior. Ignoring such errors leads to point estimates that are systematically too high in many cases and to interval estimates that are unrealistically narrow. The effective amount of information in the survey data is reduced dramatically by the presence of errors. These results have important implications for the use and value of survey data in studies of purchase behavior and in many other areas

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