Binary response models are often applied in empirical marketing research where, for example, individuals or households can be classified as buyers and non-buyers of certain products or as respondents and non-respondents to direct mailing. One way to evaluate such models amounts to calculating the fraction of correctly classified cases, that is, the hit rate. This paper brings to the attention a simple brand test for the statistical significance of this hit rate. An application to a binary brand choice case serves as an illustration.

Additional Metadata
Keywords advertising, binary system, brand choice, empirical research, marketing research, response rates
Persistent URL hdl.handle.net/1765/2182
Series ERIM Article Series (EAS)
Journal International Journal of Market Research
Citation
Franses, Ph.H.B.F. (2000). A test for the hit rate in binary response models. International Journal of Market Research, 239–245. Retrieved from http://hdl.handle.net/1765/2182