Technical Note---Aggregating Individual Purchases to the Household Level
Technical Note---Aggregating Individual Purchases to the Household Level
复制标题
技术说明---将个人购买汇总到家庭级别
DOI：
10.1287/mksc.5.3.260
复制
发表时间：
1986
影响因子：
5
通讯作者：
G. P. Wright
中科院分区：
文献类型：
--
作者：
B. Kahn;D. G. Morrison;G. P. Wright
家庭层面的面板数据是许多类型的营销研究的输入。一个有趣但至今尚未解决的问题是，将个人成员的购买量汇总到家庭层面会产生什么影响。在“标准”假设下，答案是明确的：家庭品牌转换模式看起来比典型的家庭成员个人行为更加零阶。当标准假设放松时，结果的整体精神不会改变。这些结论让那些使用品牌转换数据来划分产品类别的人感到安心。那些从家庭数据中寻找多样性寻求行为的人有一些担忧的理由——以及重新解释先前研究的原因。
Household level panel data are the input for many types of marketing studies. An interesting, but until now unaddressed, question is what is the effect of aggregating individual members' purchases to the household level. Under “standard” assumptions the answer is unambiguous: the household brand switching pattern looks more zero order than the typical individual family member's behavior. When the standard assumptions are relaxed the overall spirit of the results do not change. These conclusions give comfort to those who use brand switching data to partition product categories. Those looking for variety-seeking behavior from household data are given some cause for concern---as well as reasons for reinterpreting previous studies.