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Testing the Exact Order of an Individual's Choice Process in an Information-Theoretic Framework

Wilfried R. Vanhonacker
Journal of Marketing Research
Vol. 22, No. 4 (Nov., 1985), pp. 377-387
DOI: 10.2307/3151583
Stable URL: http://www.jstor.org/stable/3151583
Page Count: 11
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Testing the Exact Order of an Individual's Choice Process in an Information-Theoretic Framework
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Abstract

The author discusses an information-theoretic approach to testing the exact order of an individual's brand choice process and compares it with alternative tests that perform a similar task. Special focus is on the relative statistical power of the various tests when limited choice sequences are available. Considering computational complexity and statistical power, the author suggests instances in which the information-theoretic test is preferred.

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