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Understanding HB: An Intuitive Approach (2000)

In this paper, Rich Johnson provides an intuitive example to explain Bayesian analysis. He explains how Bayesian analysis differs from conventional statistics. Rich introduces Bayes' rule, and talks about how HB can be applied to conjoint analysis and other marketing research problems where respondents provide multiple observations. Rich reports findings demonstrating that HB generally performs better than traditional methods for conjoint and regression problems.

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