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Discussion of the Article "Website Morphing"

Gelman, Andrew E.

The article under discussion illustrates the trade-off between optimization and exploration that is fundamental to statistical experimental design. In this discussion, I suggest that the research under discussion could be made even more effective by checking the fit of the model by comparing observed data to replicated data sets simulated from the fitted model.

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Title
Marketing Science
DOI
https://doi.org/10.1287/mksc.1080.0476

More About This Work

Academic Units
Statistics
Published Here
March 15, 2010
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