Several marketing applications of statistics require repeated measures modeling techniques. For example, to quantify the effectiveness of a new advertising campaign, stores may be measured repeatedly over time. Failure to correctly specify a repeated measures design can lead to artificially low p-values and incorrect conclusions.
This project will analyze several different repeated measure designs using real data from a consumer packaged goods (CPG) beverage company. Three business questions will be proposed and answered by this paper. Linear mixed models and generalized mixed models will be utilized.
|School:||California State University, Long Beach|
|School Location:||United States -- California|
|Source:||MAI 49/05M, Masters Abstracts International|
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