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—Discussion of the Article “Website Morphing”


  • Andrew Gelman

    () (Departments of Statistics and Political Science, Columbia University, New York, New York 10027)


The article under discussion illustrates the trade-off between optimization and exploration that is fundamental to statistical experimental design. In this discussion, I suggest that the research under discussion could be made even more effective by checking the fit of the model by comparing observed data to replicated data sets simulated from the fitted model.

Suggested Citation

  • Andrew Gelman, 2009. "—Discussion of the Article “Website Morphing”," Marketing Science, INFORMS, vol. 28(2), pages 226-226, 03-04.
  • Handle: RePEc:inm:ormksc:v:28:y:2009:i:2:p:226-226

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    References listed on IDEAS

    1. John R. Hauser & Glen L. Urban & Guilherme Liberali & Michael Braun, 2009. "—Response to Comments on “Website Morphing”," Marketing Science, INFORMS, vol. 28(2), pages 227-228, 03-04.
    2. John R. Hauser & Glen L. Urban & Guilherme Liberali & Michael Braun, 2009. "Website Morphing," Marketing Science, INFORMS, vol. 28(2), pages 202-223, 03-04.
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    discussion; Web; morphing;


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