Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity

Sequels have become a profitable strategy in the U.S. motion picture industry because of their strong name recognition. However, while the established positioning of a sequel may help insulate it from competing firms' advertising messages, its familiarity may cause moviegoers to be more easily satiated with advertising from the sequel. Therefore, this study examines how sequels differ from original concept movies in terms of their ad effectiveness. We focus our analysis on pre-launch periods, given these periods' importance in shaping the financial outcomes of motion pictures. We consider the weekly online search volume of a movie as a measure of consumer interest in it, and thus as an intermediate response to pre-launch advertising. We then develop a model that assumes ad effectiveness can decline, due to copy and repetition wearout, and increase, due to forgetting, over time. We find that copy wearout is greater for original movies, while repetition wearout and forgetting are greater for sequels. These findings suggest that sequels should allocate more in early pre-launch periods and less immediately before release, relative to originals, to maximize pre-launch consumer interest.     

A play-the-winner-type urn design with reduced variability

We propose a new adaptive allocation rule, the drop-the-loser, that randomizes subjects in the course of a trial comparing treatments with dichotomous outcomes. The rule tends to assign more patients to better treatments with the same limiting proportion as the randomized play-the-winner rule. The new design has significantly less variable allocation proportion than the randomized play-the-winner rule. Decrease in variability translates into a gain in statistical power. For some values of success probabilities the drop-the-loser rule has a double advantage over conventional equal allocation in that it has better power and assigns more subjects to the better treatment. Acknowledgments. I thank Stephen Durham, the associate editor, and the referees for their helpful suggestions.     

Estimation of the mean in ranked set sampling with non responses

The estimation of the population mean when ranked set sampling [rss] is used for selecting the sample and non responses [nr] are present, is studied. The nr stratum is sub sampled using simple random sampling with replacement. Two strategies are analyzed. One of them is based on the selection of a sub sample from the nr in each cycle. The other uses sub samples selected among the nr in each rank.  The accuracy of the proposed estimators is characterized by the corresponding expected variances. Simulations and real life data are used for analyzing the behavior of them. Acknowledgements: This paper was developed partially during the visit of the author to Université des Antilles et Gouyane. The author gratefully acknowledges the helpful suggestions of the referees and thanks the support of DAAD for visiting Humboldt University where a version of the paper version was made.     

On efficiency of the ratio estimator

Summary The exact mean square error for the ratio estimator of a finite population total based on simple random sampling without replacement is shown to have an expected value less than that of the variance of the ratio estimator based on Midzuno’s scheme, under a usual super-population model.     

Robustness issues in multilevel regression analysis

A multilevel problem concerns a population with a hierarchical structure. A sample from such a population can be described as a multistage sample. First, a sample of higher level units is drawn (e.g. schools or organizations), and next a sample of the sub‐units from the available units (e.g. pupils in schools or employees in organizations). In such samples, the individual observations are in general not completely independent. Multilevel analysis software accounts for this dependence and in recent years these programs have been widely accepted. Two problems that occur in the practice of multilevel modeling will be discussed. The first problem is the choice of the sample sizes at the different levels. What are sufficient sample sizes for accurate estimation? The second problem is the normality assumption of the level‐2 error distribution. When one wants to conduct tests of significance, the errors need to be normally distributed. What happens when this is not the case? In this paper, simulation studies are used to answer both questions. With respect to the first question, the results show that a small sample size at level two (meaning a sample of 50 or less) leads to biased estimates of the second‐level standard errors. The answer to the second question is that only the standard errors for the random effects at the second level are highly inaccurate if the distributional assumptions concerning the level‐2 errors are not fulfilled. Robust standard errors turn out to be more reliable than the asymptotic standard errors based on maximum likelihood.     

A two-stage stratified Warner’s randomized response model using optimal allocation

This paper applies Kim and Wardes (2004) stratified Warners randomized response model to Mangat and Singhs (1990) two-stage randomized response model. The proposed stratified randomized response model has an optimal allocation and a large gain in precision. Hence, the estimator based on the proposed method is more efficient than Kim and Wardes (2004) and Mangat and Singhs (1990) estimators under the conditions presented in both the case of completely truthful reporting and that of not completely truthful reporting by the respondents.     

中国政府统计抽样调查制度的总体框架研究

随着中国市场经济体制的逐步确立,政府的职能在逐渐转变,政府对统计数据的要求也在变化,这就要求政府统计调查制度也随之改革。适应市场经济体制和中国政府管理的特点以及城乡统筹发展的要求,政府统计调查应该以抽样调查为主体,抽样调查队伍和机构应主要设立在地市一级,调查的指标体系和内容应该改革与调整,企业抽样调查应该采用名单框和区域框结合的双框抽样方式。对于抽样调查得到的数据资料,不仅应当汇总得出各种可用于宏观经济管理与分析的总量指标数据和分类数据,而且还应当建立起全部被调查企业和被调查家庭的数据库,供政府部门和国内的科学研究机构进行微观社会经济活动主体层次的研究。     

Experimental internet auctions with random information retrieval

We run an experiment where 97 subjects could retrieve records of completed past auctions before placing their bids in current one-bid, two-bid, and auction-selection games. Each subject was asked to participate in 3 current auctions; but could retrieve up to 60 records of completed (past) auctions. The results reveal a positive relation between the payoffs earned by the subjects and their history-inspection effort. Subjects act as if responding to the average bidding-ratios of the winners in the samples that they have retrieved. They apply intuitive signal-dependent stopping rules like “sample until observing a winner-value close to my won” or “find a close winner-value and try one more history” when sampling the databases. History-inspection directs bidders with relatively high private-valuations to moderate bidding which increases their realized payoffs. (JEL C9 D4 D8) Electronic Supplementary Material Supplementary material is available in the online version of this article at . JEL Classification C93, D44, D83     

Model selection in random effects models for directed graphs using approximated Bayes factors

With the development of an MCMC algorithm, Bayesian model selection for the p ₂ model for directed graphs has become possible. This paper presents an empirical exploration in using approximate Bayes factors for model selection. For a social network of Dutch secondary school pupils from different ethnic backgrounds it is investigated whether pupils report that they receive more emotional support from within their own ethnic group. Approximated Bayes factors seem to work, but considerable margins of error have to be reckoned with.     

On estimating the reliability after sequentially estimating the mean: The exponential case

Sequential estimation problems for the mean parameter of an exponential distribution has received much attention over the years. Purely sequential and accelerated sequential estimators and their asymptotic second-order characteristics have been laid out in the existing literature, both for minimum risk point as well as bounded length confidence interval estimation of the mean parameter. Having obtained a data set from such sequentially designed experiments, the paper investigates estimation problems for the associatedreliability function. Second-order approximations are provided for the bias and mean squared error of the proposed estimator of the reliability function, first under a general setup. An ad hoc bias-corrected version is also introduced. Then, the proposed estimator is investigated further under some specific sequential sampling strategies, already available in the literature. In the end, simulation results are presented for comparing the proposed estimators of the reliability function for moderate sample sizes and various sequential sampling strategies.