The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 21: Hazard/Survival Models in Marketing
Hazard/Survival Models in Marketing
Avariable of considerable interest to marketing researchers is time. Time can take on the role of an explanatory variable in many contexts, for example, when one is dealing with data that reflect a temporal trend. At the same time, there are several situations in which time is the dependent variable that the researcher would like to focus on. For example, one might be interested in the duration of a relationship between a service provider (such as an advertising agency) and its client (the firm employing the ad agency) and in studying the effects of various factors that might influence the duration of the relationship. Survival models—also referred to as duration models, hazard models, or failure time models—are uniquely ...