The Measurement of the Customers’ Price Sensitivity Using Continuous Response Model of Item Response Theory

• Akiyama Takashi

  Graduate School of Letters, Arts and Sciences, Waseda University

• Ozaki Koken

  The Institute of Statistical Mathematics

• Toyoda Hideki

  Waseda University

Bibliographic Information

Other Title

• 項目反応理論における連続反応モデルを用いた顧客の価格感度測定
• 項目反応理論における連続反応モデルを用いた顧客の価格感度測定 : ID-POSデータへの適用例を通じて
• コウモク ハンノウ リロン ニ オケル レンゾク ハンノウ モデル オ モチイタ コキャク ノ カカク カンド ソクテイ : ID-POS データ エ ノ テキヨウレイ オ ツウジテ
• The Measurement of the Customers^|^rsquo; Price Sensitivity Using Continuous Response Model of Item Response Theory
• — Exemplification of the Application to ID-POS—
• — ID-POSデータへの適用例を通じて—

Abstract

In marketing, measurement of customers’ price sensitivity is regarded as important. If analysts can measure the price sensitivity of each customer, that data can be used as a base for determining how to approach customers. In this paper, a new model is proposed for measuring the individual price sensitivity of customers based on item response theory, which is a mathematical theory for developing and evaluating a test; using item response theory makes it possible to measure price sensitivity on a uniform scale. Parameters were estimated by using Markov chain monte carlo methods, and we show examples of applications of the proposed model to ID-POS data.

Journal

• Kodo Keiryogaku (The Japanese Journal of Behaviormetrics)

  Kodo Keiryogaku (The Japanese Journal of Behaviormetrics) 39 (2), 93-101, 2012

  The Behaviormetric Society

Keywords

• item response theory
• continuous response model
• price sensitivity
• MCMC
• ID-POS

Details

• CRID: 1390282680155348096
• NII Article ID: 10030867210
• NII Book ID: AN0008437X
• DOI: 10.2333/jbhmk.39.93
• ISSN: 18804705
• ISSN: 03855481
• MRID: 3013674
• NDL BIB ID: 023967118
• Web Site: https://ndlsearch.ndl.go.jp/books/R000000004-I023967118
• Text Lang: ja
• Data Source:
  • JaLC
  • NDL
  • Crossref
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Disallowed