A Case For Replication: Fitting Product Variants Data to the Dirichlet Model
Rachel Kennedy, Jaywant Singh · Research Repository (Kingston University London) · 2002
To-date replication has been undervalued in marketing resulting in a focus on single studies. Non-replicated results have thus become disseminated as established knowledge. This paper discusses replication and why it is important. It looks at datasets from different countries and time periods as an example of how easy it can be to conduct differentiated replications. The model tested is the well-established NBD Dirichlet model of buyer behavior. Here it is extended to look at its application to purchasing of product variants (e.g. purchasing across different pack sizes). The results show the usefulness of replication studies and open up further areas of investigation.