Graduate Thesis Or Dissertation

An application of one-factor and two-factor information channel models to marketing research problems

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  • This thesis presents an introduction to Marketing Research concepts, relates Operations Research to Marketing Research and discusses the limitations of each. An Information Theory approach based on Shannon's fundamental theorems and extended by Kunisawa is applied to one-factor and two-factor marketing problems. The objective of one-factor information channel models is to use a single factor such as price, tonnage, utility, or other measurable quantity to explain the behavior habits of consumers. The two-factor model may be used when two independent factors can be isolated and used to describe a particular situation. Two FORTRAN computer programs are presented, one for solving one-factor information channel problems, and the other for solving problems involving two factors. The Information Theory analysis as discussed in this thesis is intended for use as a mathematical model and should prove beneficial in establishing ground rules and guidelines for decision making.
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