Bayesian two-part multilevel model for longitudinal media use data

Abstract Multilevel models are effective marketing analytic tools that can test for consumer differences in longitudinal data. A two-part multilevel model is a special case of developed semi-continuous data, such as data include combination zeros and continuous values. For repeated measures media use informs market research about consumer-specific likeliness to media, level across time, variation over time. These typically estimated using maximum likelihood. There are, however, tremendous advantages Bayesian framework, including the ease at which analyst take into account information learned from previous investigations. This paper develops approach estimating illustrates its by applying daily diary television large US sample.