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List augmentation with model based multiple imputation: a case study using a mixed‐outcome factor model
Author(s) -
Kamakura Wagner A.,
Wedel Michel
Publication year - 2003
Publication title -
statistica neerlandica
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.52
H-Index - 39
eISSN - 1467-9574
pISSN - 0039-0402
DOI - 10.1111/1467-9574.00220
Subject(s) - imputation (statistics) , missing data , computer science , database transaction , data mining , econometrics , statistics , mathematics , database , machine learning
This study concerns list augmentation in direct marketing. List augmentation is a special case of missing data imputation. We review previous work on the mixed outcome factor model and apply it for the purpose of list augmentation. The model deals with both discrete and continuous variables and allows us to augment the data for all subjects in a company's transaction database with soft data collected in a survey among a sample of those subjects. We propose a bootstrap‐based imputation approach, which is appealing to use in combination with the factor model, since it allows one to include estimation uncertainty in the imputation procedure in a simple, yet adequate manner. We provide an empirical case study of the performance of the approach to a transaction data base of a bank.