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.

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ERIM Article Series (EAS)
International Journal of Market Research
Erasmus Research Institute of Management

Franses, P. H. (2000). A test for the hit rate in binary response models. International Journal of Market Research, 239–245. Retrieved from