—Discussion of the Article “Website Morphing”

Andrew Gelman ()
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Andrew Gelman: Departments of Statistics and Political Science, Columbia University, New York, New York 10027

Marketing Science, 2009, vol. 28, issue 2, 226-226

Abstract: The article under discussion illustrates the trade-off between optimization and exploration that is fundamental to statistical experimental design. In this discussion, I suggest that the research under discussion could be made even more effective by checking the fit of the model by comparing observed data to replicated data sets simulated from the fitted model.

Keywords: discussion; Web; morphing (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:28:y:2009:i:2:p:226-226

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