Commentary—Discussion of the Article “Website Morphing”
Published Online:24 Feb 2009https://doi.org/10.1287/mksc.1080.0476
Abstract
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.
