La conferencia "Bayesian two-part mixed-effects models for media use data" tendrá lugar el próximo miércoles 10 de mayo de 2023 a las 12:00, en el aula 18 de la Facultad de Ciencias Económicas y Empresariales de la Universidad de León.
Se impartirá por la profesora y doctora en psicología de la UC Davis (EEUU), Shelley Blozis, en idioma inglés y se puede seguir a través de Google Meets en el siguiente link: https://meet.google.com/esp-qkzx-bio?hs=122&authuser=0
Resumen de la conferencia:
Consumer market research has successfully relied on surveys administered at one point in time to measure and evaluate consumer behavior. One-time surveys are easy to administer and convenient in reaching a diverse consumer market. For many market research problems, a single survey yields data suitable to answer many types of questions about consumer behavior. There are, however, questions that cannot be answered using a single data collection, and hence, a longitudinal study is necessary. Multilevel models are effective marketing analytic tools to test consumer differences in longitudinal data. For media use data, a two-part multilevel model was developed specifically to inform market research about consumer-specific likeliness to use media, level of use over time, and variability in use over time. These models are typically estimated using maximum likelihood. There are, however, tremendous advantages to using a Bayesian framework, including the ease at which the analyst can take into account information learned from previous investigations. This talk discusses a Bayesian approach to estimating a two-part multilevel model and illustrates its use by applying the model to daily diary measures of television use in a large US sample.