Commentary—Discussion of the Article “Website Morphing”
Marketing Science · 2009 · Volume 28 · Issue 2
Abstract
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.
Keywords
discussion, Web, morphing
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