Evaluating the Multivariate Beta Binomial Distribution for Estimating Magazine and Internet Exposure Frequency Distributions
| Autor: | Yunjae Cheong, John D. Leckenby, Tim Eakin |
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| Rok vydání: | 2011 |
| Předmět: | |
| Zdroj: | Journal of Advertising. 40:7-24 |
| ISSN: | 1557-7805 0091-3367 |
| DOI: | 10.2753/joa0091-3367400101 |
| Popis: | This study introduces a newly developed media exposure model, called the Multivariate Beta Binomial Distribution (MBD) Model. The MBD Model is developed based on three probability theories—Hyett's ... |
| Databáze: | OpenAIRE |
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