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Agent-based modelers in the field of marketing research have paid little attention to validation issues. This paper provides a definition of validation relevant for this community of modelers. On the basis of a history-friendly model for simulation calibration [Malerba, F., Nelson, R., Orsenigo, L., and Winter, S. (1999). ‘History-friendly’ models of(More)
Validation issues have received little attention by agent-based modelers in marketing research. In this paper we provide a definition of validation relevant for this community of modelers. Using the foundation of a history-friendly model for simulation calibration (Malerba, et al., 1999), we demonstrate how conjoint analyses can be used to instantiate and(More)
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