Using a two-part mixed-effects model for understanding daily, individual-level media behavior

Shelley A. Blozis (), Ricardo Villarreal, Sweta Thota and Nicholas Imparato
Additional contact information
Shelley A. Blozis: University of California
Ricardo Villarreal: University of San Francisco
Sweta Thota: University of San Francisco
Nicholas Imparato: University of San Francisco

Journal of Marketing Analytics, 2019, vol. 7, issue 4, No 4, 234-250

Abstract: Abstract This study supports a strategic analytics proposal, namely that there is conceptual and practical utility in applying a two-part mixed-effects model for understanding individual differences in daily media use. Individual-level daily diary measures of media use typically contain information about a person’s likeliness to use media, extent of usage, and variation in use across days that, taken together, can provide data for evaluating media behavior that is otherwise masked by using aggregate measures. The statistical framework developed and demonstrated here focuses on these three metrics. The approach, applied to daily diary measures of television use in a large, representative U.S. sample, yields results that add value when weighing media strategies centered on the twin tactics of reach and frequency. The implications for the proposed analytic strategy are discussed.

Keywords: Media; TV; Mixed-effects models; Diary data; Repeated measures; Frequency versus reach (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41270-019-00062-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:7:y:2019:i:4:d:10.1057_s41270-019-00062-7

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-019-00062-7

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().