Prospective marketing meta-analysis and a novel web-based media-mix modeling experiment
Name
826515142-MIT.pdf
Description
Full printable version
Size
9.34 MB
Format
Adobe PDF
Checksum (MD5)
a8911bad4e861d8b04e64e858d8f2a41
Author(s)
Ko, Ryan
Advisor(s)
Glen L. Urban.
Date Issued
2012
Publisher
Massachusetts Institute of Technology
Abstract
Prospective meta-analysis, pioneered in the biomedical field, is the meta-analysis of multiple studies conducted using similar protocols and under similar conditions. To eliminate bias, the inclusion of individual studies in the meta-analysis is agnostic of the findings of the individual experiment. In this thesis, I adapt prospective meta-analysis for use in the field of marketing science. Specifically, I design and create a database for prospective marketing meta-analysis that encourages and facilitates international collaboration and scale-up of marketing science studies and use this platform as the basis for a novel web-based media-mix modeling experiment that aims to model the relative effects of a variety of media. I detail the design and implementation of this web-based media-mix modeling experiment, which introduces the use of a browser extension to modify the media experience for test subjects based on their responses to pre-survey questions. I present preliminary results from a 50-user trial run of the system and analyze improvements and next steps, both for the current experiment and scale-up for future studies to include in the meta-analysis.
Description
Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2012.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 89-90).
Subjects
Electrical Engineering and Computer Science.
MIT Department
Massachusetts Institute of Technology. Department of Electrical Engineering and Computer Science
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