Prospective marketing meta-analysis and a novel web-based media-mix modeling experiment
Author(s)
Ko, Ryan
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Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science.
Advisor
Glen L. Urban.
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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).
Date issued
2012Department
Massachusetts Institute of Technology. Department of Electrical Engineering and Computer SciencePublisher
Massachusetts Institute of Technology
Keywords
Electrical Engineering and Computer Science.