استفاده از برآورد مرزی در بازاریابی مستقیم
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|2392||2000||10 صفحه PDF||سفارش دهید||4170 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Interactive Marketing, Volume 14, Issue 2, 2000, Pages 33–42
A common problem in direct marketing is to identify which physicians are the best prospects for an intervention that would encourage them to prescribe a drug. The standard procedure is to measure how far their prescribing behavior falls short of the level predicted by a regression line. We suggest that a better approach is to determine how far they fall short of “best practice,” as measured by a frontier line. We discuss ways of measuring the frontier and apply the techniques to both simulated data and a live data set. The results show that frontier estimation is particularly valuable when the data are heteroscedastic, a relatively common situation.