摘要：DIRICHLET is an Excel-based program for fitting the Dirichleti model to data recording individual purchases of a number of entities, usually brands, in a particular product category. It was written by Zane Kearns (Kearns 2002). The purpose of this Guide is to supplement the instructions given in the program itself, which explain how to enter data and fit the model. Some theoretical points are discussed in the Notes at the end. A comprehensive theoretical background is given in the book ‘Repeat Buying’ by Professor A.S.C. Ehrenbergii.
关键词：Dirichlet, repeat purchase, consumer panel data
