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Gavin Lees

Doctor of Philosophy, (Marketing)
Study Completed: 2009
Massey Business School


Thesis Title
Are radio markets dirichlet? A study into the NBD/Dirichlet, its empirical generalisations and their extension to radio listening patterns

In this study Mr Lees was able to extend the Dirichlet model of consumer behaviour and its accompanying empirical generalisations to a new area by describing a radio market place. He showed that even though radio listening seemingly violates some of the assumptions behind the model it is still robust enough to account for variations in multivariate count data in a manner that is parsimonious. He has confirmed the known boundary condition that the Dirichlet does under-predict sole loyal purchase frequency.

Professor Malcolm Wright

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